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82<!-- End Google Tag Manager (noscript) --> 83 84 <div class="text-center w-100 h6 pt-3 text-muted px-3"> 85 86 <p><a href="https://theaudienceagency.org/en/news/audience-agency-enter-voluntary-liquidation"><strong>The Audience Agency to Enter Voluntary Liquidation</strong></a></p> 87 88</div> 89 90 91<div class="tabs mt-4"> 92 <div class="container-lg"> 93 <div class="tabs-container"> 94 <div class="current-tab-item"> 95 <a href="https://audiencespectrum.org" title="Audience Spectrum Homepage"><img src="/themes/custom/taa/images/logos/as_logo.svg" alt="Audience Spectrum"><span class="sr-only">Current site: Audience Spectrum</span> 96 </a> 97 </div> 98 <nav class="tab-nav" aria-labelledby="sitemenulabel"> 99 <h2 id="sitemenulabel" class="sr-only">Our other sites</h2> 100 <ul class="list-unstyled m-0 d-flex align-items-end"> 101 <li class="tab-nav-item"> 102 <a href="https://www.audienceanswers.org" id="aatab" title="Visit the Audience Answers website"> 103 <picture> 104 <source media="(max-width: 799px)" srcset="/themes/custom/taa/images/logos/taa_person.svg"/> 105 <source media="(min-width: 800px)" srcset="/themes/custom/taa/images/logos/aa_horizontal_colour_on-light.svg"/> 106 <img src="/themes/custom/taa/images/logos/aa_horizontal_colour_on-light.svg" alt="Audience Answers"> 107 </picture> 108 </a> 109 </li> 110 <li class="tab-nav-item"> 111 <a href="https://theaudienceagency.org" id="taatab" title="Visit The Audience Agency website"> 112 <picture> 113 <source media="(max-width: 799px)" srcset="/themes/custom/taa/images/logos/taa_person.svg"/> 114 <source media="(min-width: 800px)" srcset="/themes/custom/taa/images/logos/taa_logo_colour_horizontal.svg"/> 115 <img src="/themes/custom/taa/images/logos/taa_logo_colour_horizontal.svg" alt="The Audience Agency"> 116 </picture> 117 118 </a> 119 </li> 120 <li class="tab-nav-item"> 121 <a href="https://theaudienceagency.org/en/search" id="searchtab"><img src="/themes/custom/taa_spectrum/images/icons/search.svg" alt="Search"></a> 122 </li> 123 </ul> 124 </nav> 125 </div> 126 </div> 127 <!--/container-lg--> 128</div> 129<div class="tab-page"> 130 <div class="container-lg"> 131 132 <nav class="navbar navbar-light navbar-expand-md justify-content-end mt-4 mb-4 p-0"> 133 134 <button class="navbar-toggler" type="button" data-toggle="collapse" data-target="#navbarNav" aria-controls="navbarNav" aria-expanded="false" aria-label="Toggle navigation"> 135 <span class="navbar-toggler-icon"></span> 136 </button> 137 <div class="collapse navbar-collapse ml-auto text-right justify-content-end" id="navbarNav"> 138 <ul class="navbar-nav d-flex align-items-center mr-n5"> 139 140 141 142 143 <li class="nav-item mr-5 active"> 144 <a class="nav-link small text-uppercase letter-spaced text-dark big-underline" href="/segments">The Segments <span class="sr-only">(current)</span></a> 145 </li> 146 147 148 149 150 <li class="nav-item mr-5 "> 151 <a class="nav-link small text-uppercase letter-spaced text-dark big-underline" href="/map">Map </a> 152 </li> 153 154 155 156 157 <li class="nav-item mr-5 "> 158 <a class="btn btn-outline-dark smallish" href="/node/153">Talk to us </a> 159 </li> 160 161 162 </ul> 163 </div> 164 </nav> 165</div> 166 167 168 <div class="dialog-off-canvas-main-canvas" data-off-canvas-main-canvas> 169 <div class="layout-container"> 170 171 <header role="banner"> 172 173 </header> 174 175 176 177 178 179 180 181 182 183 184 <main role="main"> 185 <a id="main-content" tabindex="-1"></a> 186 <div class="layout-content"> 187 <div> 188 <div data-drupal-messages-fallback class="hidden"></div> 189<div id="block-taa-spectrum-content"> 190 191 192 <nav class="breadcrumb-container mb-5 breadcrumbs-as "> 193 <div class="container-lg"> 194 195 <h1 class="text-white pt-4">The Segments</h1> 196 <ol class="breadcrumb-subsections py-2"> 197 <li>
198 <ul class="breadcrumb-subsection-list"> 199 200 201 202 203 204 <li class="breadcrumb-subsection-item"> 205 206 <a href="/en/segments/metroculturals" class="segment-blob-link d-block hover-show" data-toggle="tooltip" data-placement="bottom" title="Metroculturals"> 207 <span class="segment-icon bg-as-higher"> 208 <img src="/themes/custom/taa/images/icons/audience_spectrum/segments/icon-only/metroculturals.svg" class="filter-yiq" alt="Metroculturals"></span> 209 </a> 210 </li> 211 212 213 214 215 216 217 <li class="breadcrumb-subsection-item"> 218 219 <a href="/en/segments/commuterland-culturebuffs" class="segment-blob-link d-block hover-show" data-toggle="tooltip" data-placement="bottom" title="Commuterland Culturebuffs"> 220 <span class="segment-icon bg-as-higher"> 221 <img src="/themes/custom/taa/images/icons/audience_spectrum/segments/icon-only/commuterland-culturebuffs.svg" class="filter-yiq" alt="Commuterland Culturebuffs"></span> 222 </a> 223 </li> 224 225 226 227 228 229 230 <li class="breadcrumb-subsection-item"> 231 232 <a href="/en/segments/experience-seekers" class="segment-blob-link d-block hover-show" data-toggle="tooltip" data-placement="bottom" title="Experience Seekers"> 233 <span class="segment-icon bg-as-higher"> 234 <img src="/themes/custom/taa/images/icons/audience_spectrum/segments/icon-only/experience-seekers.svg" class="filter-yiq" alt="Experience Seekers"></span> 235 </a> 236 </li> 237 238 239 240 241 242 243 <li class="breadcrumb-subsection-item"> 244 245 <a href="/en/segments/dormitory-dependables" class="segment-blob-link d-block hover-show" data-toggle="tooltip" data-placement="bottom" title="Dormitory Dependables"> 246 <span class="segment-icon bg-as-medium"> 247 <img src="/themes/custom/taa/images/icons/audience_spectrum/segments/icon-only/dormitory-dependables.svg" class="filter-yiq" alt="Dormitory Dependables"></span> 248 </a> 249 </li> 250 251 252 253 254 255 256 <li class="breadcrumb-subsection-item"> 257 258 <a href="/en/segments/trips-and-treats" class="segment-blob-link d-block hover-show" data-toggle="tooltip" data-placement="bottom" title="Trips & Treats"> 259 <span class="segment-icon bg-as-medium"> 260 <img src="/themes/custom/taa/images/icons/audience_spectrum/segments/icon-only/trips-and-treats.svg" class="filter-yiq" alt="Trips & Treats"></span> 261 </a> 262 </li> 263 264 265 266 267 268 269 <li class="breadcrumb-subsection-item"> 270 271 <a href="/en/segments/home-and-heritage" class="segment-blob-link d-block hover-show" data-toggle="tooltip" data-placement="bottom" title="Home & Heritage"> 272 <span class="segment-icon bg-as-medium"> 273 <img src="/themes/custom/taa/images/icons/audience_spectrum/segments/icon-only/home-and-heritage.svg" class="filter-yiq" alt="Home & Heritage"></span> 274 </a> 275 </li> 276 277 278 279 280 281 282 <li class="breadcrumb-subsection-item"> 283 284 <a href="/en/segments/up-our-street" class="segment-blob-link d-block hover-show" data-toggle="tooltip" data-placement="bottom" title="Up Our Street"> 285 <span class="segment-icon bg-as-lower"> 286 <img src="/themes/custom/taa/images/icons/audience_spectrum/segments/icon-only/up-our-street.svg" class="filter-yiq" alt="Up Our Street"></span> 287 </a> 288 </li> 289 290 291 292 293 294 295 <li class="breadcrumb-subsection-item"> 296 297 <a href="/en/segments/frontline-families" class="segment-blob-link d-block hover-show" data-toggle="tooltip" data-placement="bottom" title="Frontline Families"> 298 <span class="segment-icon bg-as-lower"> 299 <img src="/themes/custom/taa/images/icons/audience_spectrum/segments/icon-only/frontline-families.svg" class="filter-yiq" alt="Frontline Families"></span> 300 </a> 301 </li> 302 303 304 305 306 307
308 <li class="breadcrumb-subsection-item"> 309 310 <a href="/en/segments/kaleidoscope-creativity" class="segment-blob-link d-block hover-show" data-toggle="tooltip" data-placement="bottom" title="Kaleidoscope Creativity"> 311 <span class="segment-icon bg-as-lower"> 312 <img src="/themes/custom/taa/images/icons/audience_spectrum/segments/icon-only/kaleidoscope-creativity.svg" class="filter-yiq" alt="Kaleidoscope Creativity"></span> 313 </a> 314 </li> 315 316 317 318 319 320 321 <li class="breadcrumb-subsection-item"> 322 323 <a href="/en/segments/supported-communities" class="segment-blob-link d-block hover-show" data-toggle="tooltip" data-placement="bottom" title="Supported Communities"> 324 <span class="segment-icon bg-as-lower"> 325 <img src="/themes/custom/taa/images/icons/audience_spectrum/segments/icon-only/supported-communities.svg" class="filter-yiq" alt="Supported Communities"></span> 326 </a> 327 </li> 328 329 330 </ul> 331 </li> 332 </ol> 333 334 335 </div> 336</nav> 337<div class="container-lg pb-7"> 338 <div class="row"> 339 <div class="col-md-8"> 340 <div class="lead"><p>Find out more about each of the 10 culturally active segments and the 20 new subsegments that enhance them below, including information about behaviours, attitudes and preferences for arts, culture and heritage organisations:</p></div> 341 </div> 342 <!--/col--> 343 <div class="col-md-4"> 344 <a href='/en/howto' class="text-decoration-none d-block mt-xl-n8 mb-xl-8 mt-md-n4 mb-md-4"> 345 <img src="/sites/default/files/2024-08/motivation-guides.png" alt="Brightly coloured front covers of each PDF motivation guide displayed in a fan" class="img-fluid"> 346 <div class="mt-xl-n8 mt-md-n4 mt-n10 mb-8 mb-md-0"> 347 <p class="block-arrow-link">Download our Motivation Guides</p> 348 </div> 349 </a> 350 </div> 351 </div> 352 <!--/row--> 353 <div class="row row-cols-1 row-cols-md-2"> 354 355 356 357 358 359<div class="mb-4 col"> 360 <div class="d-flex border bg-lighter shadow-sm h-100"> 361 <div class="bg-as-higher p-3 flex-shrink-0"> 362 <img src="/themes/custom/taa_spectrum/images/icons/audience_spectrum/segments/icon_only/metroculturals.svg" width="24px" class="filter-yiq"> 363 </div> 364 <div class="p-3"> 365 <h5>Metroculturals</h5> 366 <p>Prosperous, liberal, highly-educated urbanites, passionately interested in a very wide cultural spectrum, concentrated in large metropolitan areas, particularly London.</p> 367 <p class="mb-0"> 368 <a href="/en/segments/metroculturals" class="block-arrow-link mb-0">Find out more</a> 369 </p> 370 </div> 371 <div class="d-flex flex-column align-items-stretch justify-content-between"> 372 373 <a 374 href="/en/segments/metroculturals?tab=subsegments#m1" 375 class="flex-grow-1 d-flex bg-as-higher p-3 text-decoration-none align-items-center border" 376 > 377 <span class="color-yiq">M1</span> 378 </a> 379 <a 380 href="/en/segments/metroculturals?tab=subsegments#m2" 381 class="flex-grow-1 d-flex bg-as-higher p-3 text-decoration-none align-items-center border" 382 > 383 <span class="color-yiq">M2</span> 384 </a> 385 </div> 386 387 </div> 388</div> 389 390 391 392 393<div class="mb-4 col"> 394 <div class="d-flex border bg-lighter shadow-sm h-100"> 395 <div class="bg-as-higher p-3 flex-shrink-0"> 396 <img src="/themes/custom/taa_spectrum/images/icons/audience_spectrum/segments/icon_only/commuterland-culturebuffs.svg" width="24px" class="filter-yiq"> 397 </div> 398 <div class="p-3"> 399 <h5>Commuterland Culturebuffs</h5> 400 <p>Affluent, professional, keen and well-informed people who are regularly and highly engaged, connoisseurs in the artforms they choose.</p> 401 <p class="mb-0"> 402 <a href="/en/segments/commuterland-culturebuffs" class="block-arrow-link mb-0">Find out more</a> 403 </p> 404 </div> 405 <div class="d-flex flex-column align-items-stretch justify-content-between"> 406 407 <a 408 href="/en/segments/commuterland-culturebuffs?tab=subsegments#subsegment-c1" 409 class="flex-grow-1 d-flex bg-as-higher p-3 text-decoration-none align-items-center border" 410 >
411 <span class="color-yiq">C1</span> 412 </a> 413 <a 414 href="/en/segments/commuterland-culturebuffs?tab=subsegments#subsegment-c2" 415 class="flex-grow-1 d-flex bg-as-higher p-3 text-decoration-none align-items-center border" 416 > 417 <span class="color-yiq">C2</span> 418 </a> 419 </div> 420 421 </div> 422</div> 423 424 425 426 427<div class="mb-4 col"> 428 <div class="d-flex border bg-lighter shadow-sm h-100"> 429 <div class="bg-as-higher p-3 flex-shrink-0"> 430 <img src="/themes/custom/taa_spectrum/images/icons/audience_spectrum/segments/icon_only/experience-seekers.svg" width="24px" class="filter-yiq"> 431 </div> 432 <div class="p-3"> 433 <h5>Experience Seekers</h5> 434 <p>Highly active, younger and social career-minded graduates, they are frequent and eclectic arts engagers.</p> 435 <p class="mb-0"> 436 <a href="/en/segments/experience-seekers" class="block-arrow-link mb-0">Find out more</a> 437 </p> 438 </div> 439 <div class="d-flex flex-column align-items-stretch justify-content-between"> 440 441 <a 442 href="/en/segments/experience-seekers?tab=subsegments#e1" 443 class="flex-grow-1 d-flex bg-as-higher p-3 text-decoration-none align-items-center border" 444 > 445 <span class="color-yiq">E1</span> 446 </a> 447 <a 448 href="/en/segments/experience-seekers?tab=subsegments#e2" 449 class="flex-grow-1 d-flex bg-as-higher p-3 text-decoration-none align-items-center border" 450 > 451 <span class="color-yiq">E2</span> 452 </a> 453 </div> 454 455 </div> 456</div> 457 458 459 460 461<div class="mb-4 col"> 462 <div class="d-flex border bg-lighter shadow-sm h-100"> 463 <div class="bg-as-medium p-3 flex-shrink-0"> 464 <img src="/themes/custom/taa_spectrum/images/icons/audience_spectrum/segments/icon_only/dormitory-dependables.svg" width="24px" class="filter-yiq"> 465 </div> 466 <div class="p-3"> 467 <h5>Dormitory Dependables</h5> 468 <p>Regular attenders living in suburbs and smaller towns, interested in heritage activities and mainstream arts and less likely to be attracted by contemporary offerings.</p> 469 <p class="mb-0"> 470 <a href="/en/segments/dormitory-dependables" class="block-arrow-link mb-0">Find out more</a> 471 </p> 472 </div> 473 <div class="d-flex flex-column align-items-stretch justify-content-between"> 474 475 <a 476 href="/en/segments/dormitory-dependables?tab=subsegments#d1" 477 class="flex-grow-1 d-flex bg-as-medium p-3 text-decoration-none align-items-center border" 478 > 479 <span class="color-yiq">D1</span> 480 </a> 481 <a 482 href="/en/segments/dormitory-dependables?tab=subsegments#d2" 483 class="flex-grow-1 d-flex bg-as-medium p-3 text-decoration-none align-items-center border" 484 > 485 <span class="color-yiq">D2</span> 486 </a> 487 </div> 488 489 </div> 490</div> 491 492 493 494 495<div class="mb-4 col"> 496 <div class="d-flex border bg-lighter shadow-sm h-100"> 497 <div class="bg-as-medium p-3 flex-shrink-0"> 498 <img src="/themes/custom/taa_spectrum/images/icons/audience_spectrum/segments/icon_only/trips-and-treats.svg" width="24px" class="filter-yiq"> 499 </div> 500 <div class="p-3"> 501 <h5>Trips & Treats</h5> 502 <p>Mainstream arts and popular culture fans influenced by children, family and friends.</p> 503 <p class="mb-0"> 504 <a href="/en/segments/trips-and-treats" class="block-arrow-link mb-0">Find out more</a> 505 </p> 506 </div> 507 <div class="d-flex flex-column align-items-stretch justify-content-between"> 508 509 <a 510 href="/en/segments/trips-and-treats?tab=subsegments#t1" 511 class="flex-grow-1 d-flex bg-as-medium p-3 text-decoration-none align-items-center border" 512 >
513 <span class="color-yiq">T1</span> 514 </a> 515 <a 516 href="/en/segments/trips-and-treats?tab=subsegments#t2" 517 class="flex-grow-1 d-flex bg-as-medium p-3 text-decoration-none align-items-center border" 518 > 519 <span class="color-yiq">T2</span> 520 </a> 521 </div> 522 523 </div> 524</div> 525 526 527 528 529<div class="mb-4 col"> 530 <div class="d-flex border bg-lighter shadow-sm h-100"> 531 <div class="bg-as-medium p-3 flex-shrink-0"> 532 <img src="/themes/custom/taa_spectrum/images/icons/audience_spectrum/segments/icon_only/home-and-heritage.svg" width="24px" class="filter-yiq"> 533 </div> 534 <div class="p-3"> 535 <h5>Home & Heritage</h5> 536 <p>Rural and small town pensioners attracted to daytime activities and historical content.</p> 537 <p class="mb-0"> 538 <a href="/en/segments/home-and-heritage" class="block-arrow-link mb-0">Find out more</a> 539 </p> 540 </div> 541 <div class="d-flex flex-column align-items-stretch justify-content-between"> 542 543 <a 544 href="/en/segments/home-and-heritage?tab=subsegments#h1" 545 class="flex-grow-1 d-flex bg-as-medium p-3 text-decoration-none align-items-center border" 546 > 547 <span class="color-yiq">H1</span> 548 </a> 549 <a 550 href="/en/segments/home-and-heritage?tab=subsegments#h2" 551 class="flex-grow-1 d-flex bg-as-medium p-3 text-decoration-none align-items-center border" 552 > 553 <span class="color-yiq">H2</span> 554 </a> 555 </div> 556 557 </div> 558</div> 559 560 561 562 563<div class="mb-4 col"> 564 <div class="d-flex border bg-lighter shadow-sm h-100"> 565 <div class="bg-as-lower p-3 flex-shrink-0"> 566 <img src="/themes/custom/taa_spectrum/images/icons/audience_spectrum/segments/icon_only/up-our-street.svg" width="24px" class="filter-yiq"> 567 </div> 568 <div class="p-3"> 569 <h5>Up Our Street</h5> 570 <p>Sociable retirees looking for inexpensive, mainstream, local leisure opportunities</p> 571 <p class="mb-0"> 572 <a href="/en/segments/up-our-street" class="block-arrow-link mb-0">Find out more</a> 573 </p> 574 </div> 575 <div class="d-flex flex-column align-items-stretch justify-content-between"> 576 577 <a 578 href="/en/segments/up-our-street?tab=subsegments#u1" 579 class="flex-grow-1 d-flex bg-as-lower p-3 text-decoration-none align-items-center border" 580 > 581 <span class="color-yiq">U1</span> 582 </a> 583 <a 584 href="/en/segments/up-our-street?tab=subsegments#u2" 585 class="flex-grow-1 d-flex bg-as-lower p-3 text-decoration-none align-items-center border" 586 > 587 <span class="color-yiq">U2</span> 588 </a> 589 </div> 590 591 </div> 592</div> 593 594 595 596 597<div class="mb-4 col"> 598 <div class="d-flex border bg-lighter shadow-sm h-100"> 599 <div class="bg-as-lower p-3 flex-shrink-0"> 600 <img src="/themes/custom/taa_spectrum/images/icons/audience_spectrum/segments/icon_only/frontline-families.svg" width="24px" class="filter-yiq"> 601 </div> 602 <div class="p-3"> 603 <h5>Frontline Families</h5> 604 <p>Frugal, semi-urban renting families, light on arts and culture but heavy on community.</p> 605 <p class="mb-0"> 606 <a href="/en/segments/frontline-families" class="block-arrow-link mb-0">Find out more</a> 607 </p> 608 </div> 609 <div class="d-flex flex-column align-items-stretch justify-content-between"> 610 611 <a 612 href="/en/segments/frontline-families?tab=subsegments#f1" 613 class="flex-grow-1 d-flex bg-as-lower p-3 text-decoration-none align-items-center border" 614 >
615 <span class="color-yiq">F1</span> 616 </a> 617 <a 618 href="/en/segments/frontline-families?tab=subsegments#f2" 619 class="flex-grow-1 d-flex bg-as-lower p-3 text-decoration-none align-items-center border" 620 > 621 <span class="color-yiq">F2</span> 622 </a> 623 </div> 624 625 </div> 626</div> 627 628 629 630 631<div class="mb-4 col"> 632 <div class="d-flex border bg-lighter shadow-sm h-100"> 633 <div class="bg-as-lower p-3 flex-shrink-0"> 634 <img src="/themes/custom/taa_spectrum/images/icons/audience_spectrum/segments/icon_only/kaleidoscope-creativity.svg" width="24px" class="filter-yiq"> 635 </div> 636 <div class="p-3"> 637 <h5>Kaleidoscope Creativity</h5> 638 <p>Mixed-age and many working in public or service sectors, often preferring free and local community festivals and art to engaging with public cultural institutions.</p> 639 <p class="mb-0"> 640 <a href="/en/segments/kaleidoscope-creativity" class="block-arrow-link mb-0">Find out more</a> 641 </p> 642 </div> 643 <div class="d-flex flex-column align-items-stretch justify-content-between"> 644 645 <a 646 href="/en/segments/kaleidoscope-creativity?tab=subsegments#k1" 647 class="flex-grow-1 d-flex bg-as-lower p-3 text-decoration-none align-items-center border" 648 > 649 <span class="color-yiq">K1</span> 650 </a> 651 <a 652 href="/en/segments/kaleidoscope-creativity?tab=subsegments#k2" 653 class="flex-grow-1 d-flex bg-as-lower p-3 text-decoration-none align-items-center border" 654 > 655 <span class="color-yiq">K2</span> 656 </a> 657 </div> 658 659 </div> 660</div> 661 662 663 664 665<div class="mb-4 col"> 666 <div class="d-flex border bg-lighter shadow-sm h-100"> 667 <div class="bg-as-lower p-3 flex-shrink-0"> 668 <img src="/themes/custom/taa_spectrum/images/icons/audience_spectrum/segments/icon_only/supported-communities.svg" width="24px" class="filter-yiq"> 669 </div> 670 <div class="p-3"> 671 <h5>Supported Communities</h5> 672 <p>Many people in these groups live in social housing and may rely on financial support or experience multiple types of deprivation or poor health.</p> 673 <p class="mb-0"> 674 <a href="/en/segments/supported-communities" class="block-arrow-link mb-0">Find out more</a> 675 </p> 676 </div> 677 <div class="d-flex flex-column align-items-stretch justify-content-between"> 678 679 <a 680 href="/en/segments/supported-communities?tab=subsegments#s1" 681 class="flex-grow-1 d-flex bg-as-lower p-3 text-decoration-none align-items-center border" 682 > 683 <span class="color-yiq">S1</span> 684 </a> 685 <a 686 href="/en/segments/supported-communities?tab=subsegments#s2" 687 class="flex-grow-1 d-flex bg-as-lower p-3 text-decoration-none align-items-center border" 688 > 689 <span class="color-yiq">S2</span> 690 </a> 691 </div> 692 693 </div> 694</div> 695 696 697 </div> 698 699</div> 700<!--/container-lg--> 701 702 </div> 703 704 </div> 705 706 </div> 707 708 709 </main> 710 711 712</div> 713 </div> 714 715 716 717
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