The most powerful segmentation tool for the cultural sector.

Audience Spectrum segments the whole UK population by their attitudes towards culture, and by what they like to see and do. There are 10 different profiles that you can use to understand who lives in your local area, what your current audiences are like, and what you could do to build new ones. Audience Spectrum is the most accurate tool the sector has ever had to help target audiences, and include a wider public.

Audience Spectrum is FREE as part of Audience Finder

Audience Spectrum profiles the population at household and post-code levels and can be used as a tool for prospecting and data-tagging as well as profiling and mapping. Over 1000 organisations (large, small, ticketed and non-ticketed) are now using it practically and strategically. Register with Audience Finder Answers to discover how your own audiences profile against the Audience Spectrum segments.

Explore the 10 Audience Spectrum segments

Get more from Audience Spectrum

  • Audience Spectrum through COVID-19. Understand the impact of lockdown on the behaviours of different Audience Spectrum groups. Find out more.
  • Audience Spectrum Profiling. Whether you are using Audience Finder or not, you can get an even clearer understanding of your audiences and who lives in your target area through bespoke Audience Spectrum Profiling, including detailed commentary, illustrative maps and profiles of the kinds of audience groups that dominate your local area. Find out more.

Explore the Audience Spectrum segments ▼

find out more about the each of the 10 culturally active segments below, including information about behaviours, attitudes and preferences for arts, CUlture and heritage organisations: