Morris Hargreaves McIntyre made total sense of our market. The data they produced is the bedrock of our Business Plan and was recognised as exemplary by the Arts Council.

Jayne Garrity, Head of Communications, Royal Liverpool Philharmonic Orchestra

We undertake more cultural audience research than any other agency in the world and, as a result, hold more knowledge about cultural audiences than any other agency in the world. We have been guiding cultural organisations through audience development plans and market appraisals for nearly 20 years. We aren’t going to be learning as we go; we have developed systems and models based on thousands of audience interactions and on hundreds of comparable projects. We know that the audience has all the answers; we just need to find the right questions to ask.

This extensive background combined with our psychographic segmentation system, Culture Segments, means we are perfectly positioned to size, profile and analyse the potential audience for your new proposition so that you can make informed strategic decisions to maximise your success.

We are regarded as experts in this field within the cultural sector, particularly museums, and we are regularly commissioned to undertake market appraisals and research to inform funding bids, including for the National Lottery Heritage Fund (NLHF).

Featured client stories

Blackpool Museum Project wins £4m HLF funding

Blackpool Council has secured £4 million from the National Lottery Heritage Fund for the development of the Blackpool Museum Project. This is this final piece in a £13 million funding jigsaw that will see the project become a reality.

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Finding an audience for The Postal Museum

In 2016, The Postal Museum was an unknown concept and with a limited launch budget. Working with MHM and Culture Segments, they devised an award-winning, targeted marketing strategy that smashed ticket sales targets.

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First Light at Jodrell Bank

The project will provide a place of inspiration for young people and their families, showcasing not only the emergence of the new science of radio astronomy, but also the stories of resilience, determination, cooperation and the entrepreneurial spirit that brought it into being.

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Market studies

Get robust assessments of the full size, profile and motivations of your potential market.

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Exhibition testing & strategy

Our holistic approach to formative and summative exhibition evaluation provides visitor insights that underpin solid strategies for success.

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Culture Segments

Culture Segments is a powerful psychographic segmentation tool to help you better understand and engage with your attenders and non-attenders.

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Book a consultation

    Interested in working with us?

    Find out how we can help you achieve your goals for your new proposition. Use the form on the left to get in touch with one of our consultants and they will be happy to discuss your upcoming project.