Andrew McIntyre is director of Morris Hargreaves McIntyre (MHM), an international strategy and insight consultancy.
McIntyre has extensive experience in the cultural sector and joined MHM in 1999. His deep interest in how and why people engage with culture led him to create the first audience research group in history. Ten years later, this was to become a cornerstone of MHM’s practice.
In addition, his team developed Culture Segments, the first segmentation method based on deeply held cultural values and beliefs, which has since been implemented in 15 different countries.
He also created the 7 Pillars of Audience Focus and the Spectrum of Audience Engagement, both of which made significant contributions to museum policy creation. McIntyre has held the position of Chair of the Visitor Studies Group UK and teaches and lectures across the globe.
One nominator says: “Completely fascinated by what makes audiences tick, Andrew has become a leading authority on audience needs, motivations, behaviour, responses and outcomes, pioneering new ways to explore, track, profile, monitor, evaluate and understand the engagement between audiences and our institutions and to measure its outcomes.
“His work helps museums and other arts institutions to build genuine, deep, rich, rewarding and intimate human relationships. In the last year alone, Andrew has advised major US museums on how to navigate the culture wars, strategised the launch of a holocaust museum in Sweden, reimagined the role of a heritage organisation in Afghanistan and masterplanned the development of audiences for the nascent museum sector in Saudi Arabia.
“All this operational impact has been underpinned by groundbreaking research studies.”
These include unique, in-depth population surveys, new strategy frameworks, and a comprehensive Strategy Tree logic model that connects a museum’s mission, business plan and organisational culture.
“Much of Andrew’s work is behind the scenes of these museums’ success,” they continue, “but his influential work and advice is increasingly sought by forward-thinking museum leaders who want their museums to be more influential.”