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Segmentation Study
The study produced two new segmentation models, one for ticket buyers and another for donors, based on an extensive multi-site online survey conducted in 2006. A cluster analysis was conducted on a total of 51 attitudinal variables, resulting in a 10-segment ticket buyer model, including Mavericks, Remixers, Networked Students and Serenity-Seekers. A second cluster analysis was performed on donor data to arrive at a 5-segment donor model, including Intrinsics, Networkers, Co-Creators, Marquee Donors, and Youth Focused.