Member Article

Morris Hargreaves McIntyre secures contract with leading London venues

Morris Hargreaves McIntyre (MHM), the UK’s largest cultural strategy research agency, based in Manchester’s Northern Quarter, has been reappointed by 13 of London’s biggest cultural venues.

The deal, which is the UK’s biggest contract for cultural market research, follows a comprehensive review and competitive tender process.

MHM will provide visitor research to a consortium of London based galleries and museums including Tate and British Museum. The detailed visitor research will take place over four years, building upon existing visitor insight that MHM has pioneered, in partnership with these leading cultural venues.

The consortium’s common interest is to better understand London’s cultural market for gallery and museum visits and the venue’s audiences.

MHM’s work will enable the attractions to share visitor information and to benchmark their findings, generating powerful and intelligent visitor insight for these venues, which receive a combined 40 million visits per year (source DCMS).

Sabine Doolin, Audience Research & Insight Manager at Tate said: “We have been working with MHM for over three years and find the data they provide us with invaluable in understanding our audiences.

“In the review and competitive tender it was the combination of their quality of work, their insight into the sector, innovation and cost that drove our decision to continue working with MHM. They are experts in the sector and a pleasure to work with.”

Gerri Morris, on of MHM’s co-founders and a leading arts management consultant, pioneering audience profiling and benchmarking, said: “It’s fantastic we are able to continue our work with such a prestigious consortium of world-class visitor attractions.

“We have a very robust benchmarking product which means nationally, and increasingly internationally, we are seen as leaders in cultural research and now have the ability to benchmark cultural data internationally.

“To retain this contract is also a feather in Manchester’s cap, as we were the only agency, out of the five tendering for the work, that’s not London-based”.

This was posted in Bdaily's Members' News section by Simon Malia .