Washington DC audiences as you’ve never seen them before

A major population study into the arts and culture market in Washington DC is giving organizations new levels of understanding on their market potential and how best to engage with target audiences.  

Morris Hargreaves McIntyre (MHM)’s Washington DC Audience Atlas offers a unique appraisal on who participates in arts and culture, what they see, and what else would interest them. 

The Atlas can be used to compare different sections of the population and different forms of culture. The findings also offer in-depth market profiles for dozens of the city’s best known cultural institutions. 

Building a picture of audiences across America

Audience Atlas DC is one of eight population studies conducted by MHM across North America. Other Atlases have mapped the cultural markets of the San Francisco Bay Area, New York, Minnesota, Chicago, Pittsburgh, Boston and Charlotte Region. 

Culture market data underpinned by psychographics

The Audience Atlas data is underpinned by MHM’s international-standard psychographic segmentation system, Culture Segments, which increases audience focus and results in better business.  The segmentation system goes beyond demographics to provide in-depth understanding of the mindsets and motivations driving visiting behavior. 

Culture Segments is embedded in the decision-making of hundreds of cultural organizations around the world. It informs marketing and communications, fundraising, membership, online and digital, public programs, visitor experience design, exhibition design, retail, front of house and provides a shared language for thinking about, talking about and planning for audiences.

Organisations using Culture Segments and Audience Atlas data in the USA include: Hirshhorn Museum and Sculpture Garden; Kennedy Center; Smithsonian Institute; 92nd Street Y; Arts & Science Council, Charlotte-Mecklenburg; San Francisco Museum of Modern Art (SFMOMA); Discovery Place; The Public Theater; Lincoln Center; BAM; and Symphony Space, to name a few.

See Howard Levine talking about Culture Segments and 92nd Street Y, here.

DC Audience Insight Sharing Session - August 2019

On Wednesday, August 28, 2019, Morris Hargreaves McIntyre, The Kennedy Center and The Hirshhorn Museum and Sculpture Garden are hosting an Audience Insight Sharing Session for the cultural sector in DC.

We’ll be hearing from a few different speakers sharing ideas and experiences on engaging audiences. We’ll share some insights into the market, and we’ll all have the chance to talk, make connections and have a drink.

Contact Laura.Karban@mhminsight.com to learn more about Audience Atlas DC. 


As a Senior Research Executive, Laura designs, analyses and reports on a variety of research...

Lorna is MHM's Head of Insight. She oversees the quality of the insight processes across the company...

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