Explore the profiles
You can find out more about the each of the 10 culturally active segments below, including information about behaviours, attitudes and preferences for arts, museums, and heritage organisations.
Explore the profiles
You can find out more about the each of the 10 culturally active segments below, including information about behaviours, attitudes and preferences for arts, museums, and heritage organisations.
Prosperous, liberal, urbanites interested in a very wide cultural spectrum
Affluent and professional consumers of culture
Highly active, diverse, social and ambitious, engaging with arts on a regular basis
Suburban and small towns interest in heritage activities and mainstream arts
Mainstream arts and popular culture influenced by children, family and friends
Rural areas and small town, day-time activities and historical events
Modest in habits and means, popular arts, entertainment and museums
Younger suburban and semi-urban, live music, eating out and pantomime
Mixed age, low level engagement, free local events, outdoor arts and festivals
Older, less engaged, crafts, knitting, painting, sheltered housing, church group or community library