V&A Audience Segmentation

13/07/2018 By Katie Vosper
Research Problem

The V&A wanted to create a segmentation that would work across all their current UK sites, as well as those under development. The segmentation needed to work across all teams, from volunteer level up to director.


We conducted a trends analysis and interviews across different departments of the V&A (including representatives at different sites) to ensure that the segmentation design was future-focused and a good fit with the organisation’s culture. We conducted the segmentation using an online approach, and developed detailed segment comparisons and profiles which were then shared in a half day workshop with key stakeholders.

Segment understanding was further expanded through qualitative 'deep dives' into two of the core target segments identified, as well as a bespoke media survey.


The V&A is currently integrating the segmentation into its organisation with plans to use this in media buying and development, CRM management, exhibition planning, learning, membership, commercial enterprise and so on.

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