|
To guide the future development of the Campaign for Culture, the researchers clustered the respondents into distinct "pyschographic" groups, based on their attitudes towards arts and culture. This cluster analysis sought to identify target segments that are as different from each other as possible, with members of an individual segment as similar to each other as possible. Seven clusters of potential targets were identified.
Arts and Culture Enthusiasts (20%)
The heaviest users of arts and culture, they pay admission, volunteer time and donate money. They believe arts and culture is for people like them and consider these activities a good value. This is a well-educated, high-income group.
Safe In The Suburbs (16%)
This segment is comprised of former arts and culture participants who prefer other things now. They are light users and participate mainly in free arts and cultural activities. They are unwilling to travel into the city and are not in favor of tax support of the arts. They live in the inner suburbs, have a household income of less than $50,000 and are less well educated.
Kid Driven Users (15%)
This group participates in activities that are appropriate for, and provide quality time with, children. They are heavy users of arts and culture and primarily participate in activities that are free. They favor tax support of the arts. Their arts participation is limited by cost, lack of information, and lack of convenient parking.
Advocates of the Arts (13%)
This group advocates tax support of the arts. They are medium users of arts and culture. This group includes a high concentration of seniors living in the outer suburbs.
Outdoors and Wired (13%)
This segment participates in outdoor activities more than most. They are medium arts/culture users and participate in paid admission activities, but don't favor tax support of the arts. They are likely to shop in connection with arts and cultural activities. They would participate in the arts more if they knew more about it. They are most likely to learn about leisure activities on the internet. This segment includes the most young singles.
Learning Driven Users (12%)
This segment includes heavy arts/culture users who pay admission. They volunteer, and participate in activities that allow them to learn. They encourage tax support of the arts. Cost is a concern. This segment has a high proportion of those under 35.
Family-Driven Doers (11%)
Members of this group are former arts/culture participants, but prefer to do other activities now. They are light arts and culture users, although they do donate and have memberships. They feel arts and culture lets them spend quality time with their children and would participate more if they knew more. This segment is affluent, well educated and has a high concentration of families.
Back to Top
|
