Morris Hargreaves McIntyre

What Morris Hargreaves McIntyre does

Morris Hargreaves McIntyre (MHM) is a privately-held international consultancy founded in 1997 and headquartered in the United Kingdom (London office at 1 Silk Street, with a regional office in Brooklyn, New York). The firm specialises in audience strategy for cultural and heritage organisations — museums, galleries, libraries, orchestras, and cultural charities — helping boards and senior leadership teams develop audience strategies, brand and loyalty frameworks, and impact evaluation. It employs 51–100 people and claims to have conducted over 1 million surveys across 40+ countries and 100+ cities over its 25+ year history.

MHM's core offering rests on four proprietary signature research tools — Culture Segments (segmentation by cultural motivations and behaviours), Audience Atlas (strategic audience mapping), Visitor360° (visitor experience and impact measurement), and Eco Mindsets (environmental psychology-based segmentation) — built on its accumulated survey dataset. These tools are marketed both as standalone research instruments and as inputs into bespoke consulting engagements covering segmentation, profiling, membership and loyalty strategy, experience evaluation, journey mapping, exhibition testing, and fundraising strategy.

The business model is professional services consulting: project-based engagements with senior leadership at enterprise cultural-sector clients, with non-publicly-disclosed, quote-based pricing tailored to project scope. The go-to-market motion is enterprise field sales with direct engagement of CEOs, boards, and senior teams. The firm operates without external investment, parent company, or public listing, and relies on thought leadership content (LinkedIn, newsletter, case studies, industry events) for demand generation.

Name

Morris Hargreaves McIntyre

Legal name

Morris Hargreaves McIntyre

Website

https://mhminsight.com

Company type

Private

Founded year

1997

Operating status

Operating

Headcount range

51–100 employees

Short description

Morris Hargreaves McIntyre is a UK-based international consultancy that provides audience strategy, segmentation, and loyalty research to museums, galleries, libraries, and other cultural and heritage organisations, using four proprietary survey-based tools.

Ownership category

akta.pro rank

Product category

Cultural Sector Management Consulting

NAICS

Administrative Management and General Management Consulting Services (541611), Marketing Research and Public Opinion Polling (541910)

SIC

Services-Management Consulting Services (8742)

akta.pro primary industry

M&A Advisory (Buy-side/Sell-side) (BPAHADAC)

Keywords

• Audience strategy consulting
• Cultural sector research
• Audience segmentation services
• Heritage organisation strategy
• Membership loyalty consulting

Headquarters

HQ city

Manchester

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D

Revenue model

1. Strategic Consulting Services: MHM provides strategic consulting engagements to cultural and organisational clients, helping them develop audience strategies, brand strategies, and organisational purpose frameworks. Revenue is generated through project-based consulting engagements and ongoing advisory relationships with senior leadership.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

Morris Hargreaves McIntyre (MHM) is a professional services consultancy that advises cultural, heritage, and charity organisations on audience strategy, brand strategy, and organisational change. Its core offering combines strategic consulting engagements with four proprietary audience research tools (Culture Segments, Audience Atlas, Visitor360°, and Eco Mindsets), underpinned by a dataset of more than one million surveys conducted across 40+ countries.

Product overview

MHM is a strategic consulting firm offering audience strategy services. Their core offering consists of four proprietary signature research tools (Culture Segments, Audience Atlas, Visitor360°, and Eco Mindsets) complemented by advisory services in organisational change and audience development. The signature tools are standalone research methodologies that deliver audience insight, while consulting services include segmentation, profiling, membership and loyalty strategy, experience evaluation, journey mapping, exhibition testing, and fundraising strategy. The tools are marketed as trusted worldwide instruments developed over 25+ years of insight gathering across 40+ countries and 1m+ surveys.

Differentiator

Problem solved

Functional benefit

Quantifiable outcome

• Board-level strategic clarity enabling confident decision-making
• +2 more outcomes

Named customers5 records

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Scale indicators4 records

Recent moves4 records

Expansion highlights4 records

Direct peers

• Lord Cultural Resources: Global cultural-sector consultancy offering master planning, audience research, museum development and strategic advisory worldwide. Most comparable international peer given shared focus on cultural institutions and engagement strategy, though broader service scope than MHM.
• Baker Richards: UK consultancy providing financial strategy, business modeling and pricing advice to arts, cultural and entertainment organizations. Adjacent-but-comparable peer given overlapping UK cultural-sector clientele and strategic decision-support remit, though more finance-focused.
• TRG Arts: US-based arts management consulting firm offering audience research, subscription analytics and strategic planning to performing arts and cultural organizations. Direct peer with overlapping methodology (data-driven audience insights) and similar boutique positioning.
• AEA Consulting: New York-based consultancy providing strategic, financial and management advisory to arts, culture and creative sector clients globally. Closely comparable peer given strategy and audience-orientation to cultural nonprofits, with similar boutique premium positioning.
• WolfBrown: US-based research and consulting firm for the performing arts and cultural sector, specializing in audience research, subscription analytics and loyalty strategy. Directly comparable to MHM's audience research and loyalty/membership strategy offerings, particularly for performing-arts clients.
• LaPlaca Cohen: US-based cultural strategy consultancy specializing in branding, marketing and audience engagement for museums and cultural institutions. Directly comparable to MHM given deep specialization in cultural-sector brand and audience strategy.
• The Audience Agency: UK-based specialist in audience development, data and insight for the arts and cultural sector, with national datasets and benchmarking tools. Directly comparable to MHM given overlapping client base (museums, galleries, performing arts) and audience research methodology focus.
• BOP Consulting: UK consultancy focused on the cultural and creative industries, providing strategy, evaluation and economic impact analysis. Comparable peer given shared UK footprint, cultural-sector focus and policy/strategy advisory orientation.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/morris-hargreaves-mcintyre

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Morris Hargreaves McIntyre