"...with MHM the project will get delivered on brief, on time and with a clear budget. The team have a good cross section of skills in-house and this is supported by excellent, consistent project management."
National Trust first commissioned Morris Hargreaves McIntyre in 2006 with a simple yet encompassing brief: they wanted further understanding of their diverse market and apply this understanding to the future direction of the Trust. This was the beginning of a long-term investment in vision that will impact on the Trust’s next 20 years of operation.
Through an extensive process of qualitative and quantitative research, staff workshops, widespread dissemination and staff involvement, a customer segmentation system has been developed and adopted throughout the organisation that now informs and underpins all strategic decision-making. The research has involved 4,500 telephone surveys, 3,000 extended interviews, 12 focus groups, six forums and seven filmed interviews.
The relationship between the National Trust and Morris Hargreaves McIntyre has resulted in a cultural shift being effected within the organisation through a highly interactive, innovative research project that has introduced and embedded a new customer-focus.
Internally, from senior management to site management, the segmentation system provides a common frame of reference via which marketing, purchasing and customer relationship management can be informed, debated and decided and upon which product and programme development decisions can be made.
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