Gerri Morris


Gerri is one of the UK's leading arts management consultants working at a management, advisory and consultancy level for over 30 years. During this time she has been at the forefront of thinking and management practice in the arts.

Throughout her career she has pioneered the development of audience focus, values-based segmentation, collaboration and consortia working, marketing and audience development particularly in the museums and galleries sector, evaluation of the visitor experience and the use of qualitative and quantitative research to develop audience insight. She has been a tireless champion of the audience and, through her work on organisational development, her writing and training, she has been instrumental in the professional development of many arts practioners.

She established Morris Hargreaves McIntyre in 1997 with Jo Hargreaves and Andrew McIntyre, building one of the largest and most successful strategic cultural management and research consultancies in the world.

Gerri's strengths lie in her audience focus, her strategic insight and her analytical and planning skills. She is an excellent communicator and enormously experienced in facilitation. She has led on projects for clients that include Tate, the British Museum, the London National Museums Research Project, National Trust, Arts Council England, Actionaid and the Department of Culture, Media and Sport (DCMS).

She has published a number of key publications in the sector, including Taste Buds; how to cultivate the art market for Arts Council England. She is also a popular international trainer having delivered training programmes as far afield as the Phillipines, Vietnam, Thailand, Kazakhstan, Korea, Australia, New Zealand, Slovakia, Hong Kong and Abu Dhabi.

Email Gerri 

Proposition Testing

Image for Turner Contemporary

Turner Contemporary

Image for Our segmentation system underpins growth in audiences

Our segmentation system underpins growth in audiences

Image for Wallace Collection

Wallace Collection

Image for Kew Gardens

Kew Gardens

Image for Tate St Ives

Tate St Ives

Image for British Film Institute

British Film Institute

Image for Measuring the unmeasurable at Tate Britain

Measuring the unmeasurable at Tate Britain

Image for National Portrait Gallery

National Portrait Gallery