Segmenting Audience Mindsets with Andrew McIntyre

Theory of Creativity

My guest today is Andrew McIntyre, co-founder of MHM (Morris Hargreaves McIntyre), one of the world’s biggest and best consultancies specialising in the culture sector. He joins me today to discuss psychographic culture segments, which reveal how a person’s value system and beliefs shape their engagement patterns and the type of messaging they are receptive to.

Andrew discusses how psychographics help to understand deep-seated values and cultural beliefs and the role people perceive culture will play in their lives.

We talk about COVID-19, the online experience for the different segments and what he believes organisations should focus on moving forward. Stay tuned toward the end of the episode for a new segment where I share the most clicked item in our latest newsletter and why people found it so interesting.
LINKS

Andrew’s Twitter: @mhmandrew

MHM Culture Segments https://mhminsight.com/culture-segments

‘The Unusual Suspects’ Data Warehouse R&D Report

Digital R&D Fund Data Guide

Andrew’s thought leadership series ‘Culture in Lockdown’:

PART 1: We can do digital, can we do strategy?

PART 2: The 7 Pillars of Audience-focus

PART 3: Covid Audience Mindsets

Creative Victoria Audience Atlas

Audience Outlook Monitor Australia - Key Findings March 2021

The NFT craze, explained in the Los Angeles Times

Supported by Creative Victoria, Theory of Creativity Season 2 is focussed on 'Real Change and Renewal'. Tune in on the first Tuesday of the month as Patternmakers Managing Director Tandi Palmer Williams speaks with experts in audience trends, strategic planning, organisational change and resilience.

CONNECT

Connect with Tandi Palmer Williams:

LinkedIn: https://www.linkedin.com/in/tandiwilliams/

Instagram: @thepatternmakers

Twitter: @tandi_will

Facebook: @thepatternmakers.com.au
Visit the website of research agency Patternmakers: https://www.thepatternmakers.com.au/

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