We want real experiences, and to create memories.

Affirmation audience member, SSGB

It’s easy to see how Culture Segments help us to create effective, engaging marketing copy. But if we only adapt our promotional material for the segments and don’t embed the approach within our organisational culture, we are shortchanging our audiences and ourselves. It’s crucial to consider how your organisation might adapt the entirety of its marketing toolkit across each of its platforms for your priority audience segments so that your brand promise is delivered on in every interaction with your organisation.


Looking for inspiration? 

  • Read our case study from the SSGB on how they created a single cohesive visitor experience that uses ingenious ideas and subtle techniques to make each target segment feel the experience is designed just for them. 

Need help? 

  • Ask about our Visitor Experience workshop on the Culture Segments Curriculum

SS Great Britain’s visitor experience

How Culture Segments was used in the award-winning Being Brunel attraction to design a single visitor experience that feels bespoke to each target segment.

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Building audience focus into M+

Actionable insight and a culture of continuous evaluation are helping M+ create a world-class new visitor experience in Hong Kong.

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Getting closer: how staff-led curation can help visitors get behind the scenes

How can we let visitors 'get behind the scenes' of their favourite museum of gallery? Here are some of our favourite examples of our clients allowing their visitors to get a closer the curatorial processes that accompany their collections.

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