Redefining cultural personas to align with national initiatives.
Saudi Arabia’s Ministry of Culture managed dozens of parallel initiatives, each running its own research and outreach.
This fragmentation created siloed strategies, duplicated efforts, and no unified view of citizens’ cultural behaviours.
The challenge was to consolidate initiatives into a single portfolio and build a shared understanding of how Saudi residents engage with culture today and in the future.
We carried out nationwide research with diverse population segments to explore how residents define culture, how they consume it, and their expectations for how it will evolve.
From this, we built cultural personas capturing distinct attitudes and behaviours.
These were mapped against the Ministry’s initiatives to reveal overlaps, gaps, and opportunities to align campaigns and services to citizen needs.
The work gave the Ministry its first holistic view of cultural engagement, turning fragmented initiatives into a unified portfolio.
By aligning programmes with clear personas, the Ministry improved efficiency, sharpened investment, and delivered campaigns and services that resonate more deeply with citizens.