Segmentation Showdown: Session 2

Motivation-Based Segmentation: Culture Segments and Thinking StylesThe 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.