The Lowry

Set in a magnificent waterside location at the heart of the redeveloped Salford Quays in Greater Manchester, The Lowry is an architectural flagship with a unique and dynamic identity. Rising from the regenerated docklands, it is a welcoming building, designed to reflect the surrounding landscapes and flourishing waterways, in its glass and metallic surfaces.

The Lowry houses two main theatres and studio space for performing arts presenting a full range of drama, opera, ballet, dance, musicals, children's shows, popular music, jazz, folk and comedy and gallery spaces showing the works of LS Lowry alongside contemporary exhibitions.

Our initial piece of work for the centre involved undertaking extensive research within an hours’ drivetime of the Lowry on propensity to attend, including a full psychological, physical, social and financial access strategy for the centre. MHM then combined qualitative research with a range of current and potential audiences and an in-venue survey lasting around six months, resulting in a segmentation of their market, modelling and simplifying what was a complex set of data.

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Data Director Medwen has overall responsibility for the quality of the quantitative data that Morris...

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