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Crowd Pleasers – Analysing Audience Segments in China

In recent years, Culture Segments, an audience segmentation system, has been used to good effect by arts, culture and heritage organisations including the British Museum, The Place, Tate and Southbank Centre.

The system offers insights into how audiences value arts and culture as well as and their propensity to take risks.  This helps organisations define and target potential audiences more accurately – and engage them more deeply.

In 2014, Morris Hargreaves McIntyre, was commissioned by the British Council to map China’s urban arts audience.

The research focused on eight cities in China – including Beijing, Shanghai, Guangzhou, Chongqing, Wuhan, Nanjing, Hangzhou and Xi’an and representing an urban population of 90 million.