MaP in Practice • Courses & Workshops
Segmentation Showdown
A workshop for museum professionals interested in creating more relevant and respectful definitions of the people they support.
Supporting and Museum Members: View these events and RSVP here.
Workshop Overview
In this two-session workshop, we’ll explore different audience segmentation models and their applications in the museum context. This workshop is designed for museum professionals who want to understand user-centered segmentation strategies and how to effectively apply them to their work.
By the end of this workshop, participants will have a solid understanding of various segmentation models, including Culture Segments and Thinking Styles, their applications, and how to leverage them to create more targeted and impactful experiences and messaging.
Facilitators
Alexa Magladry is the Director of Morris Hargreaves McIntyre (MHM) in North America. MHM delivers audience insight that transforms how charities and cultural and heritage organizations see their world.
Kyle Bowen is the founder of Museums as Progress. He helps cultural organizations identify and achieve their strategic objectives through progress-space research.
Who it’s for
This workshop will be most useful to museum professionals creating content or strategies to support audiences. These may include those in marketing, membership, interpretation, education, visitor experience, or business development who are looking for opportunities to support new groups.
Sessions
Session 1: Audience Segmentation Models: From Demographics to Psychographics
Friday, April 12th • 2:30–3:50pm ET
In the first session, we will delve into the evolution of segmentation models, from demographics to psychographics, discussing their benefits and limitations. Participants can share their experiences and discuss barriers to implementing segmentation strategies in their organizations. The session will include:
Breakout discussions to share experiences and insights on segmentation strategies
A brief history of segmentation models, from demographics to psychographics
Examination of the benefits and limitations of each model
Discussions on barriers to implementing segmentation strategies in museums
Introduction to the homework assignment for the next session
Participants will leave this session with a deeper understanding of the various segmentation models and their potential organizational applications.
Session 2: Motivation-Based Segmentation: Culture Segments and Thinking Styles
Friday, April 26th • 2:30–3:50pm ET
The second session will focus on motivation-based segmentation models, specifically Culture Segments and Thinking Styles. Through hands-on exercises and group discussions, participants will examine how to apply these frameworks to their museum's marketing collateral, wayfinding, and interpretive materials. The session will include:
An introduction to Culture Segments and Thinking Styles frameworks
Group discussions on the benefits and limitations of each framework
Exploration of how these models can be used as bias breakers or reinforcers
Discussions on the applications of these models across various departments and roles within museums
Participants will leave this session with practical knowledge of applying motivation-based segmentation models to enhance visitor engagement and create more targeted experiences.
Register with a single payment or gain year-round benefits by joining as a Supporting Member.
Access the Workshop Only
✓ Participate in the workshop
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$45 one-time
Registration Closed
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Workshop participation, plus:
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✓ Attend Research Office Hours (ROH)
✓ Attend Membership Innovation Group meetups
✓ Access on-demand programs in the Recordings Library
✓ Free or discounted access to workshops and courses
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$10.99/month or $88/year
Registration Closed
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