Together with Baker Richards, Sarah Chambers Consulting we worked with this iconic to try to understand their wide-reaching and diverse audiences – who attended everything from ice rinks to live music venues, darts to Jools Holland.

We created a bespoke segmentation that helped teams move beyond siloed operations and provide a joined-up way to think about audiences. This included careful mapping of a multitude of complex visitor journeys to identify key moments that needed improvement or investigation.