Arts Council England works to get great art to everyone by championing, developing and investing in artistic experiences that enrich people's lives. To achieve this, we work in partnership with artists, arts organisations, local authorities and others to find new ways to excite, engage and inspire people. To inform this work, we have developed an arts-based segmentation of English adults. This research looks at arts engagement across a very broad spectrum of arts events and activities, from opera to knitting, carnivals to video art.
'Segmentation' is a market research method where a given market is broken down into distinct groups that behave in similar ways or have similar needs. Segmentation can help organisations to understand their markets, identify groups of consumers they would like to target, and develop products and communications that anticipate their needs.
Audience Spectrum is the name of the current arts segmentation tool that was developed by The Audience Agency on behalf of Arts Council England. For full background information about how Audience Spectrum was developed please visit the Audience Finder website where you can also read and download full details of each audience segment or browse the frequently asked questions section.