Guy Turton


As Director, Guy is responsible for delivering pioneering audience engagement projects with many of our leading clients. He is a specialist in visitor behaviour, whole-of-market segmentation systems, branding, digital engagement and supporter development.

His forensic approach to understanding visitor behaviour has helped MHM to develop our most meaningful methods of observational research; with Kelvingrove Art Gallery and Museum, Guy managed a project of unprecedented scale and ambition. And in almost a decade with MHM, Guy has become a major influence in the world of arts and heritage interpretation and programming.

Guy is our heritage lead, and a thought leader in the sector. This has included major quantitative and qualitative research projects for the National Trust on potential volunteer, donor and pledger markets – devising new strategic models for supporter engagement.

He has led us to new areas of thinking through our most high-profile audience segmentation work, across a range of sectors and platforms. Most recently, Guy has developed increasingly sophisticated methods of capturing digital user engagement.

He’s also a guest lecturer on the MA Cultural Leadership course at Goldsmiths University, London, delivering sessions on branding and marketing in the arts.  

Guy is a passionate believer that we are still scratching the surface of audience research – he spends time developing new methods and tools that help organisations further their audience engagement while remaining true to their artistic vision.

Guy has a background in film, studying media at university, and has previous worked with charities in Connecticut, US. 

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Becoming a 21st century visitor attraction

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Culture Segments and Covid Audience Mindsets

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The Art Institute of Chicago

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Covid research and insight

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National Trust

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Future-proofing Mansfield’s culture services

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Tate Britain

What donors really want from charities

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Future-proofing culture

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Measuring the depth of digital engagement with your website