Jo Hargreaves


Jo Hargreaves is a founding director of Morris Hargreaves McIntyre. 

She is an expert in strategic planning, audience development, marketing strategy, social research and evaluation. She is at the forefront of developing frameworks that explore the difference that culture makes to people and measuring its social, economic and cultural value.  

Her recent work includes major evaluations including the Heritage Stimulus Fund for Historic England; Shout out Loud for English Heritage; Inspiring People for National Portrait Gallery and 14-18 NOW.  She is also developing evaluation frameworks for Edinburgh International Festival and the Media Majlis Qatar.  

An accomplished trainer and mentor, Jo lectures worldwide on cultural strategy, audience development and evaluation. She is a guest lecturer at Goldsmiths College, University of London and the University of Wolverhampton.

Jo is a Fellow of the Royal Society of Arts and the Chartered Institute of Marketing and a full member of the Market Research Society and the UK Evaluation Society.

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Jordan's market for culture revealed

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Covid Audience Mindsets Survey

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Zoos and wildlife attractions

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How young people engage with culture

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Wildfowl & Wetlands Trust segmentation

Evaluation Studies

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Museum of Islamic Art

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Audience Atlas Malta