No communication or targeting designed to reach "all consumers" is effective. Culture content must be aligned with personal needs and lifestyles of consumers to trigger their response. Marketing offers established tools including segmentation. The segmentation of culture consumers based on personal leisure needs and lifestyles can inform strategies and marketing initiatives in culture institutions. This may help institutions understand what their target audience is like, why the offer is likely to be attractive and how to communicate it effectively. The case study presents a national culture consumer segmentation study in Poland commissioned by three Polish museums. The workshop will highlight some of the benefits of segmentation in museum marketing, target audience selection criteria and examples of data-driven marketing projects. Participants will also be invited to work on a content and communication for a specific segment.