Historic England Segments: Frequently Asked Questions (FAQs)

What is audience segmentation?

Segmentation is simply a way of better understanding a group of people more meaningfully, as groups of similar people with shared values, attitudes and characteristics rather than as one homogenous mass.

There are several ways that people can be segmented. For example, demographically (e.g. by age or gender), by behaviour (the venues they visit or the products they buy) or motivations (the reasons for buying or visiting something). 

However, the most powerful way of identifying crucial and illuminating differences between groups of individuals is by allocating them into Segments according to their values. 

Why has Historic England developed these Segments?

Historic England commissioned this segmentation system to help understand how people relate or could relate to heritage, driven by their personal values. The Segments are defined by the motivations that might lead people to connect with heritage.

As a Non-Departmental Public Body, we operate on behalf of an extremely wide-ranging audience. As outlined in our Strategy for Inclusion, Diversity and Equality we want to work with and reach a more diverse range of people. The Historic England Segments help us to connect more effectively with our existing audiences, and enable us to engage with new and more diverse groups.

Our Future Strategy sets out our Vision for heritage that is valued, celebrated and shared by everyone. Our work on Active Participation aims to help us work together with a more diverse range of people to champion and protect the historic environment. To make this a success, we need to create more opportunities for people to connect with heritage in ways that are relevant to them.

The Historic England Segments organise people into practical groups, which can help us understand who is the most appropriate for us to work with, where to find them, what we want to say and ask of them, and what it is that will inspire them to get involved with heritage.

Why are Historic England sharing their Audience Segments with the heritage sector?

Following an internal launch in 2022, we are making the Historic England Segments available more broadly to support heritage organisations of all sizes to reach more people, to engage with more diverse communities, and to ensure that audiences are a priority when planning activities and campaigns.  

The Historic England Segments form part of our advice and support for heritage organisations on inclusion: a collection of advice, guidance and case studies designed to support the heritage industry to become more inclusive and diverse.

Who can use the Segments?

Anyone! We hope they are relevant, usable, and helpful to a broad range of organisations. However, we recognise that heritage organisations can vary in size and scope, and that some elements may not be relevant for you.

How were the Historic England Segments developed?

We appointed audience strategy and insight consultancy Morris Hargreaves McIntyre to work on the development of the Historic England Segments. Their research involved several rounds of consultation with an internal steering group and surveying over 3,000 people, including the general population and heritage specialists. They explored many different models before arriving at the final version that met all the criteria in our brief.

Can someone move between Segments? What if they don’t fit into one Segment?

No one in the world has one set identity. Some people will feel like they are right in the middle of a Segment, whereas some people may feel they fall between multiple Segments. Ultimately, we will share more things in common with some people than others.

Our core values and beliefs define the Segments. These are things that tend not to change, or if they do, are slow to change. Our life stage, income, or geography (for example) change constantly. We shouldn’t, therefore, ‘move’ Segment as such. But for those who feel they are caught between segments, you may fill the segment questions in slightly differently each time. When you do this, you may fall into Segment A rather than Segment B. This is just the nature of it. But in this case, you are likely falling between two Segments which share some common characteristics.

How do I find out which Segment I’m in?

In future, we plan to launch a quiz where you can find out what Segment you and your colleagues are in. The aim of this is to help you understand the Segments a bit more. From reading the Segments in Full and Segment Snapshots you might instinctively feel drawn to a certain Segment. Some people will feel like they are right in the middle of a Segment, whereas some people may feel they fall between multiple Segments.

If I target my project and messages towards one particular Audience Segment, doesn’t that exclude the others?

No. Prioritisation or targeting specific audiences doesn’t equate to the exclusion of others. All of the Historic England Segments benefit from your activities, just to a different degree. The Segments are a tool to help you to engage with different groups in different ways.

Did Historic England work with any other heritage organisations on this project?

Yes. In advance of launching the Historic England segments, we worked in collaboration with some key partner organisations to help us test the materials and understand how to support the sector on this project. We are, however, actively seeking feedback from organisations so please get in touch with your thoughts.

Will you be adding more information and case studies?

Yes. We will continue to revisit and refresh the Historic England Segments and add additional data, so please check back here. If you have used the Segments and would like to talk to us about a case study, please email us.

What is meant by the term ‘heritage specialist’?

As part of our research into the Historic England Segments, we spoke to specialists across the heritage sector and embedded this insight into the Segments. Following discussions across Historic England, followed by wider public testing, we came to define a ‘heritage specialist’ as 'someone who has, or had prior to retiring, a professional or academic connection to heritage'.

I still have questions. Who do I contact?

We'd love to hear from you. Please email [email protected]