Thanks for your reply.
I am an interpreter and exhibition developer and project manager not a researcher so don't know about the robustness of the evidence or otherwise unfortunately.
The segments appeal as they are useful when planning interpretation and visitor experience in a way that demographics such as social class are not.
I see a lot of pragmatic sense in Andrew's message - thinking of visitors in groups can help sites and organisations to appreciate that their visitors are not homogenous, but of course it would be naive in the extreme to think that individual visitors would conform to these groups without far more complexity.
A tool for planning interpretation and visitor experiences while accounting for the uniqueness of every single visitor would be a real philosophers stone!
Lyndsey.
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