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Culture Segments is an innovative sector-specific segmentation system for arts and cultural organisations. This case study outlines how it has been used at the Grayson Perry: The tomb of the Unknown Craftsman exhibition at the British Museum. The case study presents a 5 years long project, which transforms the way that the British Museum understands and interacts with its existing visitors.

Morris, Hargreaves and McIntyre (2013) The case study on cultural segments: Grayson Perry and the British Museum. London: MHM.

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