Tate Galleries - Membership Segmentation Research

Tate requires a segmentation exercise of members, which can provide good insight and actionability for existing audiences, but provides insight and actionability for reaching further audiences. The segmentation must allow us to grow audience numbers, diversify and income by providing insight to be able to devise detailed programme, media, partnership and other departmental strategies to sustainably nurture existing audiences and to increase the diversity of our gallery visitors.

We require a segmentation which provides insightful understanding of how different audiences experience art, art galleries and our galleries, both triggers and barriers - which also allows us to specifically and effectively target and grow certain desirable demographics.

The segmentation must be workable by site and should provide a unified framework and easy to use language for use and uptake across all four Tate sites and all Tate departments.