Our thinking

Museums: Inciting social action for good

Six useful principles that can help you create museum exhibitions that provoke meaningful behaviour change in your visitors.

Chester Zoo’s incredible lockdown campaign

Listen to Chester Zoo's Head of Marketing Jenny Tegg, tell the story of how their online content during the Pandemic helped raise £2 million for the organisation in their time of need.

Podcast: Theory of Creativity

Want to know what made Andrew McIntyre obsessed with audiences or how the Culture Segments algorithm works?

Audience-focused reopening strategies: watch Andrew McIntyre’s webinar

Learn about MHM's research into audience mindsets during the Covid-19 pandemic and the 7 pillars of audience focus in a webinar by our co-founder Andrew McIntyre.

Culture Segments and Covid Audience Mindsets

Understanding how each segment will respond to your post-lockdown offers will be crucial. Here’s a summary of how each has engaged during lockdown, sees their digital future and is approaching re-opening. 

Craft market quadruples in 16 years

In 2020, MHM undertook a study for the Crafts Council to look into the massive growth that the crafts market has seen in the past 2 decades. Read the report and its useful insights here.

Bring the joy: a re-opening experience from New Zealand

An interview with Amy Harrington, Visitor Services Manager at Christchurch Art Gallery Te Puna o Waiwhetū in New Zealand on audiences returning to their venue post-covid.

Rockets and donkeys: creating a new museum for cultural non-attenders

Blackpool wanted a new cultural venue for people who don't think museums are for them. Showtown's Learning and Engagement Manager Kerry Vasiliou and MHM's Jo Hargreaves spoke to Museums + Heritage Advisor about the insight that's driving the project which is due to open in 2023.

What audiences need from your digital offer

During the pandemic, MHM has assisted many of our clients with evaluations of their digital content. While the organisation, the offer and the objectives were different each time, wider themes emerged which we can utilise to help other performing arts organisations perform better in a virtual setting.

The challenge for philanthropy in the arts

During and post-pandemic, our donor research has highlighted a pattern in how potential supporters see cultural organizations within the wider charitable landscape. Understanding these donor mindsets is vital if the arts sector is to create long-term fundraising strategies that resonate with audiences.

Supporting Stockholm museums to open with audiences in mind

During the pandemic, MHM carried out research into audience perceptions for the Swedish market on re-engaging with the culture sector post-lockdown. Quick and actionable, our insights on this topic highlighted audience's motivations for returning and which culture segments may require more reassurance than others.

Glyndebourne’s lockdown lessons

In normal years, Glyndebourne delivers performances to some 150,000 people. With lockdown forcing the cancellation of its 2020 season, we asked its Director of Audience Development and Media how Glydebourne was pivoting its offer and what lockdown had taught the team about both their audiences and their organisation.