Segmentation analysis of the visual art consumer at Turner Contemporary gallery

This research uses 2014-2016 survey data of visual art visitors to the Turner Contemporary gallery in Margate, to investigate if market segmentation could segment the audience into meaningful and unique groups.

Through principal component analysis and hierarchical cluster analysis, segments were developed based on visitor motivations, gallery experience and satisfaction characteristics. A five cluster solution was identified: The Engaged Regulars, The Art Lover, The interested Tourist, The Family and Leisure Tripper and The Casual Local. All clusters displayed unique characteristics and are presented as pen-portraits and infographic summary statistics.

The study concludes with comparisons to other arts segmentation systems and the implications and opportunities for Turner Contemporary and other galleries and museums. It is anticipated that the insights and understanding generated from this study will complement and enhance visitor studies for the visual arts.