The Visitor Studies Group: Championing excellent visitor experiences

Morris Hargreaves McIntyre

Morris Hargreaves McIntyre



  • Audience and market appraisal
  • Marketing and engagement strategies
  • Psychographic segmentation
  • Digital audience insight
  • Staff and volunteer surveys
  • Database tagging
  • Membership, retail, donor development
  • Visitor journeys and interpretation
  • Exhibition evaluation
  • Brand analysis and development


Morris Hargreaves McIntyre (MHM) is an audience strategy and insight consultancy working with cultural and heritage organisations to connect more people, more deeply with their causes.

MHM’s acclaimed psychographic segmentation system, Culture Segments, uses values, mind-sets and attitudes to segment the culture and heritage market. Culture Segments drives growth, diversifies audiences, strengthens relationships and increases return on investment for hundreds of organisations in the UK and around the world.

MHM works with organisations of all sizes. Recent clients include 14-18 NOW, Auckland Art Gallery, Arts Connect, Bolton Octagon, the British Council, Chester Zoo, Geffrye Museum, Smithsonian, Jodrell Bank, Liverpool Everyman & Playhouse, London Library, Natural History Museum, National Trust, The Postal Museum, Shakespeare’s Globe, Sydney Opera House, Tate and Tekniska Museet.

MHM is a member of the Museums Association, Market Research Society, Chartered Institute of Marketing, Arts Marketing Association and the Visitor Studies Group.

Contact Info

Email address:

Telephone:      0161 839 3311


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