Audience segmentation
Using segmentation tools such as ACORN, Mosaic and now Arts Audiences Insight, you are able to profile your audience to get a better understanding of their demographics, characteristics, behaviours and attitudes. However to really develop your programming and marketing strategies and set benchmarks, you can undertake primary audience research to get a further in-depth understanding of your audiences (current and potential).
Combined with the other information available to you, you will understand the market around you, identify your audience and be able to target products and communications – all in all you will build your audience, improve your relationships and save money!