Audience Spectrum is a geo-demographic profiling and targeting tool that segments the UK population by their attitudes towards culture, and by what they like to see and do. It is the most accurate segmentation tool the cultural sector has ever had, and provides a common language for talking about audiences.
Profiling the population at a household and postcode level, Audience Spectrum is used daily by organisations - including theatres, museums, galleries, festivals and touring companies - in their audience development, programming, marketing and media planning. Available to organisations through profiling, data tagging and licensing, and supported by in-person training, Audience Spectrum is designed to be truly actionable.
Visit the Audience Spectrum site to find out more about our population segmentation tool:
Segmentation has helped us test our assumptions, focus our efforts and take a more ‘people-focused’ approach.
