Andrew McIntyre

Updated
30 Nov 2016

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Andrew McIntyre. Photo courtesy of Communicating the Museum.

Andrew McIntyre, a co-founder of Morris Hargreaves McIntyre, is one of the UK's leading authorities on audience motivation, behavior and response. His work focuses on understanding how visitors engage with and make meaning from museum and gallery collections, and then using those insights to advance arts marketing, audience development, and curatorial and educational practice. McIntyre has devised many widely used audience development techniques, including Test Drive the Arts and Audience Builder. He co-founded Morris Hargreaves McIntyre in 1999 to help arts and cultural organizations improve their performance, assess their impact on audiences, and determine how to attract new audience members. Among the firm's many clients are The British Museum, Edinburgh International Film Festival, Historic Royal Palace, Tate Britain, and Southbank Centre.

McIntyre visited the Center in summer 2011 for a day of workshops with Philadelphia-area arts professionals, focusing on visitor behavior and new approaches to engaging audiences for the arts in the 21st century.