"...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."
The National Trust first commissioned Morris Hargreaves McIntyre in 2006 with a simple yet encompassing brief: they wanted further understanding of their audiences and apply this understanding to the future direction of the Trust.
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.
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.