Audience Spectrum breaks down the UK's population into 20 different types of people according to their cultural preferences, behaviours and habits. It allows marketers in arts, culture and heritage organisations to predict what kinds of cultural experiences and ways to promote them will work best for a person.

Spektrix users can now benefit from an upgrade to our existing Audience Spectrum license service. This upgrade provides daily updates of all recent customer behaviour to be automatically 'tagged' with their Audience Spectrum segment without the need for any manual intervention. This includes productions currently on sale, providing a snapshot of your live campaigns. If you are a Spektrix organisation connected to Audience Answers, formerly the Audience Finder Data Tools, either for ticketing or you already have a licence, you can immediately access this service. However, this is available to all Spektrix UK users - to learn more and get started, please email us at

As a Spektrix Partner, we'd like to thank the Spektrix team for their support in allowing us to develop this service update for their users. 

"We are delighted to be able to offer an enhanced version of our Audience Spectrum auto-segmentation service to all UK Spektrix users. We all love getting information about stuff we really want to see and do, and this is just the next step for us at The Audience Agency, supporting organisations to do more with data-driven insight, fulfilling our mission to give the public a voice in the culture they want to enjoy - and helping cultural organisations become ever more relevant to their customers and communities."

Patrick Towell, Innovation Director of The Audience Agency.