In January 2017, Tomek Dulinicz from smartscope delivered a presentation during the seminar held by the POLIN Museum of the History of Polish Jews, the main subject of which was culture marketing. On the basis of the results of the research commission by a number of cultural institutions and carried out by the smartscope agency, Tomek showed how the segmentation of culture participants can be translated into specific activities taken up by cultural institutions such as museums. In our research, we used a broad definition of a culture participant as a person who came into contact with institutionalized or home culture within 12 months preceding the survey. The results have shown us that:

  • As much as 96% Poles are participating in culture;
  • Poles vary in ways in which they participate in culture — which results from the needs they address in spare time, the values they profess, past experiences with cultural institutions and home culture, as well as social and demographic criteria;
  • Culture participants can be divided into 9 segments characterized by the manner in which they use the culture and spend free time;
  • Each segment has its specific demographic characteristics, its primary motivations, preferred channels of communication and favourite leisure behaviours. The knowledge of the above can be used by an institution of culture to build its marketing strategy (both in terms of communication as well as cultural offer).