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.

Summary of a Joint Research Symposium titled “Measuring Cultural Engagement amid Confounding Variables: A Reality Check,” held at the Gallup headquarters in Washington, DC, June 2–3, 2014.

Governments and cultural institutions often measure public engagement in the arts, though it is a costly endeavor whose purpose is not always clear. Innovative artistic media and changes in audience demographics and behavior patterns present new methodological challenges. Rising costs of household surveys, the availability of big data, and fresh doubts about traditional assumptions add to the need to develop new approaches.

To explore these topics, the National Endowment for the Arts (NEA) and the Cultural Value Project (CVP) of the United Kingdom’s Arts & Humanities Research Council (AHRC) convened a symposium of leading researchers, practitioners, and policymakers from a handful of countries. The event aimed to challenge assumptions about how and why public involvement in arts and culture is measured and to identify research needs and opportunities to promote more meaningful measurement.

Meaningful measurement. A review of the literature about measuring artistic vibrancy 

Meaningful Measurement is a summary of the key research in the area of measuring artistic vibrancy.

It looks at:

• performance measurement in the arts
• proposed models of performance measurement in the arts
• the notion of “public value” and the arts
• the intrinsic impacts of the arts
• assessing artistic vibrancy, including models and examples

This resource was published for the Australia Council for the Arts in december 2009. 

MARKETING MIX FOR THE PERFORMING ARTS is a presentation by Lanfranco Li Cauli (Marketing and fund raising director of Teatro alla Scala, Milan). Teatro alla Scala is constantly engaged in loyalizing and developing its audience. In these slides we could see the strategies of fund raising, communication and audience development of this theater.

This presentation was published in november of 2017.