AMSR: The Archive of Market and Social Research

The AMSR is a living, searchable archive of high quality research data and commentary. Drawn from the output of respected market research and social research practitioners over many decades, it forms an inspiring source of insight for those seeking to explore the dynamics of change – in the past, the present and crucially, for the future. This website provides direct access to the complete archive.

The AMSR’s first e-Book, ‘Post-War Developments in Market Research’, is released to coincide with the 75th anniversary of the Market Research Society, on 17th March 2021. Click the button to find out more and download your free copy.

The AMSR relies upon volunteers to carry out its work. We currently have volunteering opportunities in Marketing and communications and Fundraising. Click the button above to find out more. Updated 14th Jan 2021


We are constantly reviewing and adding new material to the archive. In March 2021, it contained more than 130,000 scanned pages as well as video and audio content – and we are constantly adding to this. We recommend that you read our page on ‘How to get the most out of the Archive’ – particularly if you are new to the AMSR.

In the unlikely event that you can’t find the information you’re looking for in our Archive, don’t forget that there are many other resources worth investigating. Take a look at our links page to find out more.

COVID-19 has caused multiple national lockdowns since early 2020. Click here to find about how the AMSR has responded and how you can help us to continue our work to expand and develop the archive.

Recent stories from the Archive

The Challenges of Inequality

While we live in an era dominated by post-Brexit politics and the pandemic, new realities bring fresh perspectives on the same old...

Consumers are ready to splash out

During lockdown, despite the loss of employment income for many, consumers have been accumulating savings rather than spending. The Bank of England...

Marketing in uncertain times

Though the current recession looks like being the worst on record, some useful guidelines from previous recessions are to be found in...

Christmas – then and now

A look at two Christmas related research findings published 46 years apart, and accessed from the Archive, finds similarities but also interesting...

Who can access the AMSR?

The archive is a resource for everyone, and anyone can access it by registering at the archive portal page. The archive contents will be of particular interest to:

• Educators and students, academic institutions

• Research practitioners

• Business and marketing consultants

• Industry associations

The long-term trend data contained in the TGI Trackback volumes, for example, place health, diet purchasing patterns in the late 20th Century in sharp relief. We have a long run of polling statistics and many other measures that will be of interest and value to anyone charting the recent past and planning for the future of our society.

Learn more:

Sir John Curtice, respected UK politial scientist, academic, broadcaster and psephologist, discusses the importance of the Archive.

See our Video Gallery for more about the AMSR.

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What does the archive contain?

The AMSR comprises major studies detailing UK social history, originally conducted by some of the best-known names in research. It is both a history of market and social research and our history through market and social research.

The archive contains market and social research material embracing books, research journals, data abstracts and conference papers. The sources include sector-leading organisations such as MORI, TGI, NOP, Millward Brown and the Market Research Society, to name just a few. Data goes back as far as WWII. It is the perfect place to uncover original context against which to set think pieces and proposals for future work.

A sample of the archive’s highlights will always be featured at the top of the home page – click any image to link directly to a case study. But there is much more to the archive than these, and the place to start any search is by browsing through the archive’s home page and using the word search facility. We add new material regularly so please subscribe to our newsletter (link to newsletter sign-up) to discover our latest additions.

Learn more:

Latest AMSR news

e-Book review by Paul Edwards

Post War Developments in Market Research Don’t be put off by the rather clinical title.  This little e-Book is actually 12 essays...

AMSR Anniversary Event – 2 March 2021

Paul Edwards reports from the Archive of Market and Social Research virtual event to thank donors, friends and supporters and to mark...

Connecting the Archive and Academia

It has long been thought by senior research practitioners that significant mutual advantages could be gained by improving their connections with the academic...

Latest AMSR newsletter posted

The latest quarterly newsletter from AMSR is now available on the website. Among the many fascinating contributions are coverage in the Letter...

Who supports the AMSR?

The AMSR is funded by a growing body of committed supporters who pledge – generally for a three year period or more – a sum of money to enable the AMSR to continue the work of making the valuable contents of the archive available to those who wish to access them. Donors generally have an interest in promoting the work of the market research sector, and the AMSR’s donorship structure provides opportunities for anyone from a large organisation to an individual to play their part.

Learn more about becoming a donor and other ways of getting involved with AMSR:

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Contribute material, volunteer and keep in touch

Contribute:

If you have any material you think would belong in the archive, there’s only one thing to do – get in touch! Find out more about contributing materials here:

Volunteer:

We couldn’t do what we do without a small army of volunteers. We have a dedicated team already in place but we always need more. Find out more here:

Newsletter:

The AMSR releases regular updates about the latest additions to the archive in our newsletter – it’s the best way to keep abreast of the growing resource we’re proud to curate. See past newsletters and register for the newsletter here:

The AMSR is a much needed resource for the research industry… it will be of inestimable value to all those who want to find out about research and the industry now and over the last 70 years.

Jane Frost, CEO, Market Research Society

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