In 2008 we worked with CACI to develop a local level modelling of our 13 arts consumer segments. The modelling was based on the probabilities of people living in different English postcodes to belong to the 13 segments. It asked: given what we know about the demographic and lifestyle characteristics of the people living in that postcode, what segment are they likely to belong to? Segment profiles for each area were then calculated by aggregating the probabilities calculated for each constituent postcode.

Download a technical note with more details on the modelling methodology. You can also email us at audienceinsight@artscouncil.org.uk if you have any questions.

What can this modelling tell us?

This modelling allows us to relate the segments to particular local areas, by estimating the segment profile of people living in a given local area - view an example.

Any areas of interest can be analysed, such as:

  • drive-time areas (eg area within 30-minute drive from a particular postcode)
  • postcode areas/districts/sectors
  • local authorities or wards

Please note that since the data is modelled - not based on actual local level surveys - it may not reflect true local level patterns. It is intended to be a source of broad insight into likely arts consumption patterns across different areas, not of precise local level statistics. In general, when reading this data, it should be kept in mind that the purpose of the segmentation is not so much to provide detailed statistics on any given segment, but to act as a tool for understanding broad trends and the complex interaction of various socio-demographic, behavioural and attitudinal patterns among the English adult population. It should also be borne in mind that the data is modelled using the data from the original segmentation exercise undertaken in 2008. It was not updated when the segment profiles were updated in 2011.

Accessing the results

Regional and local area analysis

Regional analysis - A breakdown of the populations of the nine English regions into the 13 segments

Local area analysis - A breakdown of the populations of counties/unitary authorities, districts/council areas and wards into the 13 segments

Segmentation area profiles

Contact the audience development agency for your region if you are interested in accessing a segmentation profile for your local population:

These profiles are available to not-for-profit organisations working in the arts and cultural sector and to venues receiving work from funded clients of Arts Council England. They are also available to local authorities for arts development purposes. The reports cost £25 plus VAT. All organisations who receive Arts Council England funding can, however, request up to three reports per year free of charge.

Postcode analysis

In addition to local area segmentation profiles we have also developed a facility to estimate a segment breakdown of customer neighbourhoods based on postcode data (minimum 1,000 postcodes required). If you are interested in this analysis please contact the audience development agency for your region using the contact details listed above, to discuss your requirements and the suitability of postcode data analysis to fill them. There is a standard charge of £200 for this analysis.

If you have any other questions about the analysis email us