Who We Are
What we do:
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At Board Level
We help leaders set direction, clarify purpose and define success.
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At Strategy Level
We build brand, membership and audience frameworks that teams can act on with confidence.
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On the Ground
We design and evaluate experiences that show how audiences and communities connect, and prove the impact.
A global multidisciplinary team
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Andrew McIntyre
Founding Partner & Director
Talk to me about strategy, innovation and the models and frameworks that help cultural organisations shift focus. I’ve spent my career working with leaders around the world to reframe how they connect with audiences, usually from a departure lounge somewhere between Manchester and Melbourne. When I’m not on the move, I’m coaching my local youth football team or cheering (and occasionally despairing) for Boro.
Culture Segment: Release. I’m at my best when I’m free to explore new places, new ideas and new ways of seeing the world.
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Chris Terry-Enescu
Quantitative Research Manager
Talk to me about quantitative approaches, methodological rigour and how to tailor surveys to fit your brand. When I’m not fine-tuning data, I’m tracking global politics or plotting my next trip to Eastern Europe.
Culture Segment: Stimulation. I believe a life sitting still is a life unlived.
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Damon Branecki
Research Analyst
Talk to me about brand strategy, population studies and what drives audiences to engage with arts and culture. I’m also a theatre-maker with a soft spot for physical comedy and Japanese theatre, proof that research and drama aren’t always worlds apart.
Culture Segment: Essence. I live and breathe the arts as a way of exploring the world and finding deep emotional connection.
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Debbie Spence
Director
Talk to me about brand strategy, audience strategy, human-centred design and helping teams put design thinking to work. I’m as happy on a sticky dancefloor as I am in the theatre stalls or running through the rain at Parkrun. I will unfriend anyone who puts pineapple on pizza.
Culture Segment: Stimulation. I’m motivated by novelty, risk and the thrill of what’s next.
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Elinor James
Chief Executive
Talk to me about audience connection, leading a consultancy and the power of deep qualitative insight to save the world or at least make it a bit more interesting. When I’m not working, I’m probably in the sea.
Culture Segment: Essence. I’m happiest when something makes me feel I deeply love it or hate it, just make me feel something.
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Guy Turton
Director
Talk to me about big-picture trends, loyalty strategy and how to apply winning audience strategies from top to bottom. Art, ale and The Ashes pretty much sum me up.
Culture Segment: Essence. I’m always searching for that shiver-down-the-spine moment that only great art can give.
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Hannah Wright
Senior Consultant
Talk to me about qualitative research, evaluation and finding the right audiences for your communications. At the weekend, I’m usually packing picnics and waterproofs to get my two small children outside, my pockets are permanently full of stones, leaves and twigs.
Culture Segment: Stimulation. I’m energised by fresh experiences and new ways to bring culture and history to life for children.
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Helen Rackstraw
Senior Consultant
Talk to me about audience insight, quantitative research and meaningful segmentation to help cultural organisations realise their ambitions. I’m always exploring new cities or countries, usually with a good audiobook and a determination to leave no street undiscovered.
Culture Segment: Release. I use culture as an escape from a busy life, with a long wish list of places still to visit.
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Isaac Kay-Lavelle
Quantitative Researcher
Talk to me about telling stories through data, performing-arts-based cultural trends and how AI is reshaping how we connect. A lifelong live-music fan, you’ll find me at concerts ranging from orchestras to rock bands.
Culture Segment: Essence. I’d be lost without the breadth of culture my home city offers; as I need to see a musical one week and a concert the next.
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Isabella Rosedietcher
Client Accounts Executive
Talk to me about connecting the dots across international perspectives and bringing together ideas. I’m happiest out in nature with a good book and maybe a Wi-Fi connection to stream Law & Order: SVU.
Culture Segment: Stimulation. I’m motivated by new perspectives and new experiences with others.
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Jenny Jackman
Client Accounts Executive
Talk to me about leveraging deep audience insight to help heritage and cultural organisations understand what drives engagement. Away from work, I find inspiration in history and creativity whether I’m shooting film photography, exploring historic places or baking at home.
Culture Segment: Stimulation. I’m motivated by unique and unusual experiences that offer fresh perspectives.
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Jenny Merry
Consultant
Talk to me about audience development planning and how segmentation can help you connect with audiences as fully rounded individuals. I love tea, Victorian literature, tabby cats and exploring historic places across the UK with my young family.
Culture Segment: Expression. I’m motivated by the natural world, the built environment and the people we meet are all so full of soul.
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Jo Brehaut
Director, Australasia
Talk to me about growing your audience, deepening connection and future-proofing your organisation through insight-driven strategy. I’ve never met a dog or cheese I didn’t like though I’m a bit fussier about my coffee.
Culture Segment: Stimulation. I’m driven by curiosity and the thrill of unexpected collisions, ideas, experiences or perspectives that don’t normally meet.
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Joss Luckin
Senior Consultant
Talk to me about audience development, visitor experience and segmentation strategy. I love working at the cross-section of insight and imagination. Outside work, I’m usually keeping my son entertained or making slow but steady progress on a never-ending house renovation. I love discovering new bars, restaurants and cultural happenings and convincing everyone else to love them too.
Culture Segment: Stimulation. I’m driven by curiosity, new experiences and the joy of sharing them.
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Kieran Tindall
Data Analyst
Talk to me about dashboards, data modelling and the stories hidden in the numbers. I use Python, R and Power BI to turn complex data into clear insight that actually helps people make decisions. When I’m not buried in spreadsheets, I’m exploring new ideas, places and ways of seeing the world.
Culture Segment: Perspective. I’m motivated by depth of understanding and the challenge of finding clarity in complexity.
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Laura Carmont
HR Manager
Talk to me about People & Talent. I’m CIPD-qualified HR Manager who believes happy, supported teams are the real engine of business growth. I’m happiest socialising, at the theatre or running in the park with friends.
Culture Segment: Stimulation. I love seeking out fresh experiences, new ideas and the joy of discovery.
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Laura Pickstock
Research & Product Manager
Talk to me about research design, putting segmentation to work and turning complex data into insights people can use. I’ve spent nearly a decade at MHM helping arts and cultural organisations develop connections with their audiences.
When I’m not knee-deep in analysis, you’ll find me hiking up a fell in the Lake District, the steeper the better.
Culture Segment: Enrichment I’m driven by curiosity, learning and the joy of connecting ideas across past and present.
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Liz Driver
Consultant
Talk to me about audience development planning, segmentation in action, evaluation and how to plan exhibitions that really meet audience needs. I love musicals, the more show tunes and sequins, the better!
Culture Segment: Affirmation. I’m motivated by quality, self-improvement and learning opportunities.
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Maddy Pringle
Operations Executive and Research Assistant
Talk to me about day-to-day operations from recruitment and invoicing to supplier queries and carbon reporting. In my free time, I’m working my way through London’s many museums, historic houses and heritage sites.
Culture Segment: Affirmation. I’m motivated by history and the thrill of uncovering niche facts about the past.
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Mark Tattersall
Chair of the Board
Talk to me about governance, finance and how to keep brilliant ideas on track. I’ve spent my career steering organisations through growth, change and the occasional curveball, from housing and healthcare to the cultural sector.
Culture Segment: Affirmation. I’m motivated by purpose, consistency and helping people and organisations be the best they can be.
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Mathilde Lester
Research Executive
Talk to me about turning your questions into objectives, objectives into insights and insights into audience strategy. I love old Hollywood films and wish I could wear trousers like Katharine Hepburn.
Culture Segment: Expression. I’m drawn to complex ideas explored in new, surprising ways.
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Medwen Roberts
Data Director
Talk to me about evaluation frameworks, market assessments, visit projections and audience insights that inform strategy. When I’m not thinking about audiences, I’m at a gig, watching sport or buried in a spy novel.
Culture Segment: Stimulation. I love discovering new places and experiences.
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Nadja Moncolova
Senior Researcher
Talk to me about creative research design, survey optimisation and insight that connects data to real human experience. Away from work, I’m often wrestling with my sewing machine, disappearing down oddly specific rabbit holes or getting lost in great song lyrics.
Culture Segment: Enrichment. I’m moved by depth, continuity and connection; exploring how the past endlessly informs the present.
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Rebecca Boulton
Senior Researcher
Talk to me about audience development, segmentation and qualitative research. A passionate hobbyist, I’m happiest at the pottery wheel or with a new knitting project taking shape.
Culture Segment: Essence. I believe culture and heritage are woven into everyday life, and I love exploring new ideas that deepen understanding.
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Robin Hoffmann
Data Consultant
Talk to me about audience segmentation, data manipulation, information security and transforming complex statistics into clear, actionable insights. When I’m not deep in data, I’m usually mountain running or designing and building my own loudspeakers.
Culture Segment: Perspective. I’m motivated by solving complex problems and finding new angles through experimentation and lateral thinking.
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Ruby Campbell
Researcher
Talk to me about evaluation, audience strategy and designing fresh approaches to understanding visitors. When I’m not shaping insights, I’m hunting down the next great international film or composing music for audio dramas.
Culture Segment: Stimulation. I’m motivated by bold thinking, playful experimentation and moments that spark discovery.
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Sally Smith
Financial Controller
Talk to me about all things finance from queries and forecasts to keeping our numbers beautifully balanced. When I’m not deep in spreadsheets, you’ll find me pottering in the garden or at the pottery wheel, happily swapping formulas for clay.
Culture Segment: Expression. I love creativity in all its forms, especially when it’s shared and celebrated together.
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Shaleem Ahmed
Senior Quantitative Researcher
Talk to me about survey design, data analysis and turning complex datasets into meaningful, actionable insights. When I’m not deep in numbers, you’ll find me in the garden, in the studio or catching up with friends.
Culture Segment: Essence. I’m driven by curiosity, calm connection and finding meaning in the details.
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Sheetal Thomas
Senior Quantitative Researcher
Talk to me about quantitative research, behavioural science and what drives people’s decisions. I run on coffee and calm my mind with whatever’s green.
Culture Segment: Essence. I’m motivated by simplicity and a sense of meaning in the everyday.
Everything we do is built on a foundation of robust research. It’s what gives leaders clarity, confidence and the evidence to make change real.
Bringing people together
Behind every strategy and every insight is our team. We bring together people from across the world strategists, researchers, creatives and data specialists united by one belief: audiences aren’t numbers to be counted, they’re people to be connected with.
From Manchester to Melbourne, Boston to Abu Dhabi, we work together across time zones and cultures. We love what we do and who we work with, because it matters. And we love doing it together: brilliant minds, brave ideas, and plenty of heart.
Every organisation we work with is different
Some need to reset their direction at board level. Others need a strategy that their whole team can use with confidence. And some need quick, practical help on the ground to make an experience work better.
Wherever you start, the challenges are often: too much complexity, not enough clarity, and pressure to show real impact. That’s where we can help, with evidence, frameworks, and the kind of support that makes change stick.
We work at three levels
Organisational: setting direction with boards and leadership
When leadership is clear on ambition, everything else follows. We help boards and senior teams set direction, define value, and agree how to measure success. The result: clarity about the role your organisation plays in the world and confidence to act on it.
When it comes to organisational change, leaders aren’t short of ambition. What they often need is clear evidence, a shared framework, and the confidence to act.
The kinds of things people ask us:
- “Our board knows we need to change, how do we agree on what really matters?”
- “How do we prove our value to society, not just the sector?”
- “What outcomes should we measure, beyond visitor numbers?”
We help by:
- Facilitating board conversations and decision-making
- Developing business and impact frameworks
- Defining measures of success that boards and teams can stand behind
“A stunning job of motivating a cross-section of Curve staff, sparking debate and robust discussions that left us with a much better, and shared, understanding of what it is to be Curve.”
— Fiona Allan, CEO of Curve Theatre
Strategic: building brand, audience and membership strategies that last.
When strategy is practical and rooted in evidence, teams can use it with confidence. We work with organisations to build brand, audience, membership, loyalty frameworks that are clear, shared and ready to put into action.
When it comes to strategy, leaders often know where they want to go but need evidence, structure and a framework that unites the organisation.
The kinds of things people ask us:
- “How do we reshape our brand so it speaks to today’s audiences?”
- “Our membership is ageing — how do we refresh it without losing loyalty?”
- “What should our audience priorities be over the next five years?”
We help by:
- Developing brand and audience strategies rooted in real insight
- Reframing membership and loyalty programmes to support long-term growth
- Creating playbooks and roadmaps that everyone can use
“It gave us clarity, confidence, and a framework everyone can act on.”
— Client partner, Glyndebourne
Executional: shaping experiences and evaluations that show what connected and prove the impact
On the ground is where audiences feel the difference. We help design and evaluate experiences that connect, and we give leaders the evidence they need to show funders and boards what worked.
When it comes to delivery, teams are often short on time and need fast, practical ways to test ideas and prove impact.
The kinds of things people ask us:
- “How will different audiences respond to this new exhibition design?”
- “What’s working and what’s frustrating people in our visitor journey?”
- “How do we show funders the real difference we make?”
We help by:
- Testing and refining exhibitions and experiences with audiences
- Mapping visitor journeys and removing points of friction
- Designing evaluation frameworks that give funders and boards real evidence
“MHM has completely changed the way we think about audiences at Tate. The move from demographic to psychographic thinking has had a huge effect and now influences our marketing planning, building orientation and programming. Recommendations are clear and challenge us”
— Claire Eva, Tate Modern
Explore our team’s tools of the trade
Over the years we’ve built tools that cut through the noise and turn audience insights into everyday action.