Nov 21, 2019

Culture Segments New Zealand 2011 report prepared for Creative new Zealand by Morris Hargreaves Mcintyre. It's an international, sector-specic segmentation system for arts, culture and heritage organisations. The system is powered by data from Audience Atlas New Zealand, and draws upon a decade’s leading-edge practice helping organisations to truly understand and meet the needs of audiences for arts, culture and heritage.
The principle objective of Culture Segments is to provide the sector with a shared, international language for understanding the audience, with a view to targeting them more accurately, engaging them more deeply and building lasting relationships.
Culture Segments is designed to be more subtle, granular and sophisticated than existing segmentation systems. This is because it is based on people’s cultural values and motivations. These cultural values de ne the person and frame their attitudes, lifestyle choices and behaviour.
The segments are distinguished from one another by deeply- held beliefs about the role that art and culture play in their lives, enabling you to get to the heart of what motivates them and develop strategies to engage them more deeply.

Morris Hargreaves McIntyre

Morris Hargreaves McIntyre is an international consultancy. We are renowned for using market insight to make a real difference to the organisations we work with.Our clients are charity, heritage or cultural organisations of all sizes. These clients include some of the world’s leading museums, galleries, theatres and arts centres as well as heritage bodies and charities including, Action Aid, BFI, British Museum, Chester Zoo, Eden Project, National Trust, Shakespeare's Globe, Southbank Centre, Tate, Qatar Museums Authority and 92nd Street Y to name but a few.We have professional project management resources, qualified statisticians and are members of the Museums Association, UK Evaluation Society, Market Research Society, Chartered Institute of Marketing, Association of Qualitative Research and Visitor Studies Group.We’re fascinated by what makes people and organisations tick.Our strategic thinking, insight and creativity transform how our clients see their world.Our clients use our work to connect more people, more deeply, with their causes, fuelling their success.



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