Analysis of Consumer Needs for Cultural Services among Industrial District Residents

The results of the study carried out by the sociological laboratory of Ekaterinburg Academy of Contemporary Art in 2014 has shown a detailed behavior segmentation of the population of one of the industrial districts of Yekaterinburg - Uralmash, in particular, the socio-demographic characteristics of the “cultural activity” and features of the people's addressing to the cultural institutions. The segmentation within the used methods has been performed according to the following parameters: the use of the services of cultural institutions in general, the regional localization – a practice of addressing to the services of the municipal cultural institutions in the district, the demand for other services, the unsatisfied demand. The Uralmash residents’ demand for services in the field of culture is not satisfied to the large extent, which means that there is a cultural gap with its own target audience. The citizens set hopes on a new neighbor- the Academy of Contemporary Art.