Jo Hargreaves

Jo specialises in marketing strategy, research, audience development and social impact measurement. 

Jo has a particular interest in evaluation and social research. She has led seminal evaluation projects including: 'Start with the Child', a review of the motivations of young people to inform policy development in museums, libraries and archives; a national evaluation of Veterans Reunited, the £50m programme for The Big Lottery, MLA and Imperial War Museum; impact evaluation of Boots Books for Babies, a very early reading scheme in Nottinghamshire; and evaluation of The Vital Link, an adult reading programme run by The Reading Agency.

In 1997, she established Morris Hargreaves McIntyre, alongside Gerri Morris and Andrew McIntyre, beginning a company that is now one of the largest and most successful strategic cultural management and research consultancies in the world. 

She is at the forefront of developing frameworks to measure the economic, social and cultural value of culture, having directed projects to measure the value and impact of culture for government agencies. 

Jo has strong business planning, market assessment and quantitative profiling skills, which have been used in many major capital development projects. Jo worked extensively on the Arts Council of England’s recovery and stabilisation programmes as a consultant and mentor. She is a Fellow of the Chartered Institute of Marketing, full member of the Market Research Society and the UK Evaluation Society.

Qualifications: BA Social and Environmental Studies, Postgraduate Diploma in Marketing Management, Diploma of the Chartered Institute of Marketing, Diploma of The Market Research Society, MSc Social Research Methods.

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Jordan's market for culture revealed

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Veterans Reunited

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Dundee Rep Theatre

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Engaging 30 million people with heritage in a single day: We’re here because we’re here

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Affirmation Pen Portrait

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Museum of Islamic Art


Audience Development