Our work

Courtesy of glasgowlife.org.uk/

Glasgow Life runs museums, libraries, sports centres, music venues, learning programmes and community services across the city all through a single charity. Yet most people experience these offers in isolation. Together, we developed a charity-wide audience strategy grounded in real motivations, behaviours and barriers giving Glasgow Life a common language to align teams, decisions and purpose across the organisation.

National Galleries Scotland wanted to deepen audience connection and grow sustainable income. We helped them design a loyalty strategy that brings those goals together balancing audience growth with fundraising and financial return.

Image courtesy of Alexa Magladry, from the exhibition 'Get in the Game' at SFMOMA

For their exhibition Get in the Game, SFMOMA wanted to understand the overlap between the sport and modern art markets. Here's what we found.

MHM's expertise in audience research played a pivotal role in supporting the success of Auckland Zoo's South East Asia Jungle Track campaign. By leveraging insights from their Visitor 360˚ research project and utilising MHM’s Culture Segments framework, the Zoo developed a compelling campaign that resonated with visitors.

Image by Johanna Vogt on Unsplash

Noticing changes in their audience post-pandemic, together with an ambition to engage more diverse audiences, the London Symphony Orchestra asked us to research their market and generate insights to reach an audience more reflective of London.

Image by Jamie Templeton on Unsplash

What factors lead to the choice not to renew? How can we increase renewal rates and create targeted messages to re-engage lapsed Members? These are the questions SFMOMA asked us to dig into to help improve their membership renewals. Here's what we found.

Melbourne gallery Linden New Art used a grant from Creative Victoria to reinvigorate their understanding of Culture Segments and create a more ambitious engagement strategy. Their newly-honed skills in appealing to segments different from themselves has had an instant impact on sales.

Image courtesy of Jo Hargreaves

The key findings and recommendations from one of the largest studies ever undertaken into how young people in England consume, create and engage with culture.

"Before, when promoting an offer, we used to ask ‘Who is it for?’ and were often told ‘Everyone!’. That doesn’t happen anymore.” The Shakespeare Birthplace Trust

The Affordable Art Fair is a global operation. Not only are they successfully targeting new audiences through Culture Segments, they have effectively embedded Culture Segments thinking across the whole organisation. Here’s how they’ve done it.

Early music was not, historically, an easy sell for RNCM. But, by using Culture Segments- tailored messaging delivered directly to their segmented Tessitura database, the marketing team significantly increased engagement and ticket sales.