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How to Use Audience Spectrum to Inform Your Programme and Engage with Diverse Audiences


Arts, culture and heritage organisations can effectively leverage Audience Spectrum segmentation to create more personalised and engaging programmes that resonate with a wide range of diverse audiences.

Utilising audience spectrum segmentation can support decision making for arts, culture and heritage organisations to create more inclusive and diverse artistic programmes while engaging a wider range of audiences.

By understanding the unique preferences and characteristics of different audience segments, organisations can tailor their programming and outreach efforts to resonate with a broader demographic. This step-by-step guide outlines how to use audience spectrum segmentation to inform an art organisation's artistic programme and foster greater audience diversity.

Here we have outlined how to apply Audience Spectrum Segmentation to your programme production, curation, or event booking. We know that everyone will be at various stages in their journey in applying the segments directly, so we have broken our guides into sections.  This guide offers some practical support about how to use the segments day to day and create a common language between your teams about audiences you are trying to reach and represent within your programme. Let’s get started...

The Steps

Remember to comply with GDPR (General Data Protection Regulations) and data protection regulations and ensure that you handle your CRM and Audience Spectrum data in a secure and responsible manner.