For over two decades, MHM has helped organisations understand their audiences more deeply. Culture Segments has become a shared language for what motivates people to engage with culture across the globe. 

Now, in partnership with Navigate, those insights are being applied digitally, connecting audience understanding directly into the tools and platforms teams use every day. Together, we’re helping organisations turn insight into intelligent action, linking motivation to measurable impact. 

Together, MHM and Navigate are showing how digital tools can amplify the impact of psychographic understanding, closing the loop between research and activation and making every marketing pound work harder.

From understanding to activation

Culture Segments reveal what drives people to visit, share, donate, or take part. Navigate connects those motivations directly into digital platforms so teams can target, brief, and measure with precision. 

Instead of broad groups like “families” or “young people,” organisations can work with audiences defined by why they engage - affirmation, creativity, social connection, or inspiration. 

That shift transforms messaging into resonance, journeys into conversions, and campaigns into measurable performance. It brings focus and clarity to creative work and ensures that every interaction is guided by genuine motivation.

Campaigns powered by Culture Segments are delivering: 

• Around 50% lower cost per acquisition
  
• Double click-through rates compared to generic targeting
  
• Stronger return on ad spend, proving audience insight equals performance

"We are experts at driving direct results from digital channels and integration. It has been fascinating to see the increased efficiency the Culture Segment targeting has enabled us to provide, improving all of the key metrics in campaigns. It is more important than ever to maximise marketing spend, and the uplift we have been able to evidence through the digital versions of the Culture Segments is incredibly exciting.”

- Simon Jones, Managing Director, Navigate

Digital platforms make it possible to tailor creative and messaging by segment without multiplying cost. Instead of one-size-fits-all campaigns, organisations can run multiple creative streams that speak to distinct motivations and test them live for effectiveness. 

When someone clicks an ad that reflects their reason for engaging, they land on content that continues that story. The connection holds from the first impression through to conversion. 

The result is a smarter, more responsive marketing ecosystem where audience understanding drives both creativity and efficiency.

This collaboration bridges the gap between research and marketing delivery. MHM brings the depth of audience understanding. Navigate brings the digital systems that make that insight actionable. 

Together, they turn Culture Segments into a practical, daily tool for campaign planning, optimisation, and reporting. For teams, that means sharper briefs, more relevant messaging, real-time data tied to motivation, and clear accountability for performance and spend.

For teams, this means:

• Better creative briefs and sharper messaging
  
• Real-time performance data tied to psychographic drivers
  
• Clearer accountability for budget and audience reach
  
  

“Every organisation wants its marketing to connect more effectively. By connecting audience frameworks directly into digital systems, we can finally evidence that understanding people leads to better results. We have spent a long time refining the Cultural Segments and it’s brilliant working in partnership with Navigate to really evidence how effective the segments are.”

- Debbie Spence, Director, MHM

Cultural organisations don’t need new platforms or extra complexity, just smarter use of what they already have.

By embedding audience insight directly into digital channels, Culture Segments become a live mechanism for reaching, converting, and retaining audiences. The message is simple: understand why people engage, and activate that understanding everywhere. 

Insight is no longer something you read in a report; it’s the engine that drives your results today.

This partnership reflects what Navigate and MHM stand for: turning audience understanding into meaningful action. By connecting Culture Segments directly into the digital systems organisations already use, we’re helping teams link insight with impact, proving that when you understand why people engage, every channel becomes more effective, every experience more resonant, and every campaign more human. 

To learn more, contact us at hello@navigate.agency or connect with the team at MHM