Our thinking

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.

New Audiences Opera Australia

Here's a superb blog by Georgia Rivers on how Opera Australia keeps the art sacrosanct while tailoring the experience to the audience.

Great audience engagement during the pandemic

While the pandemic has pushed us into a time of uncertainty, we've simultaneously witnessed outbreaks of creativity and resourcefulness from cultural organizations worldwide. Here are a few excellent examples from our clients that really struck a chord with us.

Five tips to get the most from your in-house evaluation

During the Pandemic, cultural organisations have been forced to do things differently, to rethink their relationships with their audiences and challenge their assumptions of what’s important to them. If your organisation is planning to evaluate your creative projects in-house, here are MHM's top tips to get the most out of your efforts.

Evaluating the Freelance Task Force

In late 2020, MHM was asked to evaluate the success of the Freelance Task Force for Fuel Theatre in London. Using the testimonies of Task Force Members, non-members and sponsor organisations, we were able to show the clear successes of the Force and make strategic recommendations for its future iterations.

Insight: Donmar Warehouse

During the pandemic, The Donmar Warehouse experimented with new ways to continue telling their stories virtually. To support them, MHM was asked to evaluate these experiences from the audiences' perceptive. This research proved crucial for helping the Donmar brand adapt to the pandemic and support potential funding bids and programme planning.

Four reopening insights from Audience Atlas DC

MHM’s Washington DC Audience Atlas report, published in February 2021, focuses heavily on how the pandemic is affecting people’s cultural habits, motivations and future intentions. Read four actionable insights, download the report and watch our webinar.

Building audience focus into M+

In 2021, MHM engaged with Hong Kong's M+ museum to help support their audience-focused journey and direction. Read here about the working relationship between M+ and MHM.

Heritage and cultural projects: demonstrating impact with young people

In 2021 the NLHF published guidelines on its funding priorities for the forthcoming year. In response, MHM's Research Manager Jenny Merry has shared our top tips for evaluating impact for a successful project proposal.