As a Director, Lorna leads a wide range of consultancy and insight projects including audience engagement strategy, exhibition testing and evaluation, fundraising and membership strategy, market assessment and brand development.
Lorna has just returned from 2 years as the USA Division Lead, and is now returning her focus to the UK cultural sector. In her time at MHM she has played a key role in delivering audience insight for SFMOMA, the Smithsonian Institution, New York Philharmonic, Shakespeare’s Globe, the British Museum, the Donmar Warehouse, National Theatre of Scotland and the National Trust.
Lorna loves a puzzle. Her passion for putting the pieces together to solve a problem enables her to interpret complex information and data to answer a client’s ‘big question’. She focuses on delivering a clear, easy to understand narrative and insight that will lead to action – from day-to-day quick wins to the highest-level strategic planning, the real impact is always top of mind.
Prior to joining MHM, Lorna worked at The Audience Business, Edinburgh’s audience development agency, delivering audience research.