Andrew McIntyre

What are the distinct characteristics of the young arts and culture audiences as opposed to the ´older´ ones? Is commitment to the arts and culture something that comes with maturity and age? According to McIntyre's segmentation model, we are predisposed to have the appeal for different types of art and cultural experiences, regardless of cultural background and age. According to the NPU/MHM´s insights, a higher percentage of young audiences is accounted in some segments (entertainment and stimulation), while older audiences account higher percentage in others (essence and enrichment). The question remains whether you can evolve from the ´entertainment´ or ´stimulation segment towards the ´essence`, or remain in the same cultural segment from youth to grave?  Should we from a marketing point of view focus on the segments with dominating young audiences or target the segments with higher inclination towards the attendance in arts and culture?

Andrew McIntyre has introduced the Culture Segments model in Norway on several occasions. The so called ´golden questions´ are also a core part of all the major NPU surveys undertaken in the previous years. This session is developing a discussion around the cultural segments and is targeted at all the cultural operators familiar with the model.

Andrew McIntyre is a co-founder of Morris Hargreaves McIntyre and one of the UK’s leading authorities on audience motivations, behaviour and responses. McIntyre played a key role in the development of Culture Segments, the first sector-specific segmentation system in art and culture, based on the profound cultural values and beliefs in the audience, rather than behavior and attitudes. Culture Segments has been tested in the UK, USA, New Zealand, Australia, Brazil, Germany, Turkey and China - and also in Norway.

In recent years, Andrew has worked with over 30 museum directors, artistic directors and CEOs, guiding their organizations through the "Move on Up" program - a program designed to make organizations more vision-focused - and audience-oriented.