This business win for the Northern Quarter based Morris Hargreaves McIntyre (MHM) follows a comprehensive review and competitive tender process and means it retains the UK’s biggest contract for cultural market research.
The contract will provide a four year plan of visitor research to a consortium of London based galleries and museums including Tate and British Museum.
One of MHM’s co-founders and a leading arts management consultant, Gerri Morris looked forward to continuing to work with the institutions and highlighted it an an achievement for the city.
“We have a very robust benchmarking product which means nationally, and increasingly internationally, we are seen as leaders in cultural research and now have the ability to benchmark cultural data internationally. To retain this contract is also a feather in Manchester’s cap, as we were the only agency, out of the five tendering for the work, that’s not London-based.”
The consortium’s common interest is to better understand London’s cultural market for gallery and museum visits and the venue’s audiences. MHM’s work will enable the attractions to share visitor information and to benchmark their findings, generating powerful and intelligent visitor insight for these venues, which receive a combined 40 million visits per year (source DCMS).
Audience Research & Insight Manager at Tate, Sabine Doolin said they had been working with MHM for over three years and found the data they provide us with invaluable in understanding their audiences.