Research and expertise from the smallest exhibition to the biggest national project
We work with museums, heritage, arts and cultural groups to develop their audiences and themselves. By understanding the regional context, we work side-by-side with our clients prioritising legacy, skills development, and empowerment at the same time as sharing our vast knowledge of best practice.
“We help world-changing organisations to create new ways forward.”
Jo Hargreaves, Director
Audience Atlas offers a unique way of understanding the culture market in your geographic area to support the development of strategies from realistic target setting and growing audiences to deepening engagement.
We’re adept at rigorously testing all stages of exhibition development, from detailed exploration of people’s responses to early concepts to sizing and profiling a proposition’s potential market.
Visitor 360˚ is a proven programme of onsite rolling research that paints a comprehensive picture of your active audience. However, the real power of these studies is that they are a dynamic, growing dataset that tracks trends over time.
Culture Segments is our sector-specific segmentation, which clusters people based on deep-seated values. Providing you with insight into what motivates visitors and how to develop audiences.
Want to find out which Culture Segment you are? Click here to take the quiz.
Audience development: how to engage audiences
Brand strategies: leading with your brand
Market appraisal: who will visit and how many?
Designing experiences: for deeper engagement
Building loyalty: pricing and membership strategies
Exhibition Evaluations: design to meet multiple needs
Evaluation Frameworks: evaluate your impact
Visitor Journey Mapping: the best experience for all
F&B & Retail testing: winning hearts and spend
In November 2021 we published the latest insights from our large-scale study of New York audiences: Audience Atlas. Watch our webinar, read the report and find out about the whole market for the New York metropolitan area, including those who aren't yet cultural attenders but could be persuaded to do so.
In 2021, MHM engaged with Hong Kong's M+ museum to help support their audience-focused journey and direction. Read here about the working relationship between M+ and MHM.
How MHM has helped QAGOMA to better understand their audience through Visitor 360° research, as well as a series of bespoke projects such as exhibition evaluations, formative studies and an in-depth study exploring QAGOMA’s market using Culture Segments.
One of our experts would be happy to have a discussion about your goals and how we can help you reach them.
