The Cultural Target Group Model is a segmentation model specifically developed for the cultural sector. It divides audiences into groups based on, among other things, cultural preferences and behavior. This gives cultural organizations, cities, and regions better insight into their current éand potential visitors. This data-informed approach helps them increase audience engagement, make programming more relevant and inclusive, deploy marketing more effectively, and substantiate cultural policy.
'The value of the Cultural Target Group Model has proven itself in Rotterdam. Rotterdam Festivals continuously works on further developing the model. Its dissemination to other cities and regions in the Netherlands is underway. Together with DEN, we see many opportunities to accelerate this process nationwide. By collaborating and sharing knowledge, we make culture more accessible and relevant to a broader audience.' Frans Vreeke, interim director of Rotterdam Festivals
Toward a common language for audience data
As the amount of data increases with the participation of more institutions and regions, the quality of benchmark research improves, and collaboration is encouraged. Using a single common methodology ensures a consistent way of mapping audiences, increasing the value for both individual institutions and the sector as a whole.
From local strength to national coverage
What began around 2012 as a local initiative by Rotterdam Festivals is now being applied in Amsterdam, The Hague, and the provinces of Utrecht, Brabant, and South Holland, among others. The intensive collaboration between Rotterdam Festivals and DEN builds on the foundation laid by the Taskforce Audience Data. Starting in 2025, the activities of this task force will continue under the banner of DEN. By joining forces, the nationwide rollout of the model can be accelerated. We encourage a regional approach and seek collaboration with various industry associations. By engaging regional partners, we align with the local context, strengthen collaborations between cultural organizations in an area, and achieve national coverage more quickly.
'By intensifying the collaboration, we increase the possibilities of achieving a nationally comprehensive model and connect it to the necessity for cultural organizations to work data-informed in a rapidly changing digital society. Properly utilizing audience data offers cultural organizations an excellent opportunity to enhance audience engagement.' Maaike Verberk, director of DEN
About DEN
DEN, the knowledge organization for digital transformation in the cultural sector, has been around for 25 years. We support the sector by identifying trends, encouraging innovation, and sharing knowledge, with the goal of fostering a thriving and accessible culture for everyone. Together with the sector, we prepare for the audience of the future. More information: www.den.nl (opens in new tab).
About Rotterdam Festivals
Rotterdam Festivals works on a strong data-informed sector with a broad audience and impact. Rotterdam Festivals is at the heart of the cultural landscape, knows what is happening, and identifies trends first. From this expertise, the organization advises Rotterdam policymakers on the cultural use of public space. Rotterdam Festivals also conducts research on festival audiences to gain valuable insights into expectations and needs. Moreover, Rotterdam Festivals supports festival and cultural offerings that match the DNA of the city: raw, international, and enterprising. Together with creative festival organizers and culture makers, the organization ensures that Rotterdam remains that fascinating metropolis where there is always something special to experience. More information: www.rotterdamfestivals.nl (opens in new tab)
Information
Questions about this collaboration or the Cultural Target Group Model? Contact Mariska van en Elsen at Rotterdam Festivals, mariska@rotterdamfestivals.nl or Gijs Meijer at DEN, gijs.meijer@den.nl
For more information about audience data, visit Taskforce Audience Data: audience data as a tool for the cultural… || DEN (opens in new tab)
For more information about the Cultural Target Group Model, visit www.cultureledoelgroepenmodel.nl (opens in new tab)
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