Segment Profiles

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Section 6
Segment Profiles
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Segment Profiles WHO ARE THE INTERESTED?

• Significantly more likely to be a female, White
  collar professional/associate professional or in
  the service industry, to be childless or to never
  have had children.
• There were significantly more people in the
  Interested group who were 25-29 years of age.
  There was a slight trend for the Interested to
  polarise into younger and older age groups. This
  may be the result of migration into and out of
  segments as lifestage changes.
• Although, the factors above contribute to
  inclusion in one segment vs. another, there is
  considerable overlap between the segments. The
  nature of barriers to participation in the arts
  are largely attitudinal and cannot be explained
  by demography alone. For example, income levels
  and educational attainment did not segregate the
  sample at the quantitative stage. There was some
  hint that education may moderate participation in
  the higher arts but there were insufficient
  numbers of the sample overall who had
  participated in any Art to draw inference from.
• They Interested rate the arts as significantly
  more personally and socially valuable than the
  Disinclined.
• At the qualitative stage a view expressed that
  may explain the value ratings was that the arts,
  besides being a source of entertainment, is a
  valuable vehicle for cultural expression and for
  maintaining diversity.
• A qualitative finding was that cost was a major
  participation barrier across both segments, but
  in comparison to the others this group was less
  likely to cite cost as a barrier to
  participation. At the quantitative stage the
  Interested also showed a trend to estimate
  pricing more accurately than the Disinclined.
• The qualitative stage highlighted that the
  biggest barrier to Arts participation for this
  group was competition from busy social lives. The
  Arts are seen as a luxury. This group has spare
  money for entertainment, but it is limited and if
  pushed, they will opt for the safe option that
  they and their friends will definitely enjoy.
• This was substantiated at the quantitative stage
  by the finding that the Interested are generally
  more socially active than the Disinclined, and
  significantly more involved in the popular arts,
  but there was no significant difference between
  the segments in terms of their low levels of
  participation in the higher Arts (lt7
  participation). At the qualitative stage however,
  they all agreed that they were open to going to
  more risky Arts like the Ballet, Opera or Art
  Exhibitions if conditions were right.

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Segment Profiles INTERESTED (cont.)

• The males showed slightly less general
  involvement and objective enthusiasm about the
  Arts (e.g. were less likely to enthuse about
  their educational value) than the females at the
  qualitative stage, but still agreed that if the
  opportunity arose they would go along to the
  Ballet to try it out.
• They said the major advantage to engaging in
  their regular forms of entertainment is that the
  Arts do not accommodate the same social
  opportunities these other activities do. They
  would happily go to free events but said they
  dont see any advertised.
• At the Qualitative stage, perceptions of social
  elitism or Gender Specifism did not emerge as
  major themes in this group. With some prompting
  the group revealed that there were people who
  tried to intellectualise Art and they were
  dubious about the credibility of, rather than
  intimidated by, this aspect of the Arts.
• The quantitative research revealed that
  proportionately, there were significantly less
  males in the Interested group (26) than in the
  Disinclined i.e. of the males in the group they
  were more likely to be Disinclined. The failure
  to achieve a 50 split of males and females in
  the sample (this is normally achievable) suggests
  that males were screened out of the survey at the
  start, this in turn, suggests a higher tendency
  to be disengaged from the arts.
• They said at the qualitative stage that the best
  way to reach them with information about last
  minute deals is via email. They dislike SMS
  promotion, as this mode of contact is by personal
  invite only. They seek information from the
  internet and newsletters or booklets and are
  happy to receive these in the mail. The
  quantitative stage reaffirmed that this group use
  email and websites sources of information
  significantly more than the Disinclined. Also,
  they are much more likely to have accepted
  permission marketing.
• At the quantitative stage the Interested were
  significantly more likely to nominate electronic
  forms of communication as one of the range of
  information sources used to keep in touch with
  the arts, but confirmed the qualitative finding
  that people are not keen to be contacted by SMS
  with information about the special offers or
  events (lt2 total sample). They use all the
  information channels the Disinclined do, but use
  more sources on average.