The AMSR Newsletter

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Newsletter 14 – October 2019


Phyllis Vangelder muses on the progress of the Archive

Have you noticed the current fashion to have daily quotations at some London underground stations? Following a lunch meeting centred on the Archive, I recently passed through Hammersmith and saw a quotation from Greek literature:  “A society grows great when old men plant trees whose shade they know they will never sit in”.

This seems a very fitting analogy for the Archive.  A group of people who believe passionately in preserving the knowledge and learning accumulated in the industry over many decades, are building a treasure trove and laying down a heritage for generations to come.

Most of the people who are on committees, reviewing material, trying to get funding, cataloguing, scanning, indexing and talking to potential users are retirees (though by no means all), and they realise that long after they are no longer involved, the Archive will continue to grow, and be used by researchers, academics, opinion formers – all those in fact with curiosity and an interest in social change.


As some of the following articles show, over the past year we have acquired some very important material:  The Andrew Ehrenberg Collection which South Bank University have kindly donated to us; the CRAM collection, containing Peter Cooper’s books and reports which Simon Patterson has put together and for which he has arranged digitisation, and TGI reports acquired through the efforts of Geoff Wicken.  Moreover, we are now digitising all the early issues of Commentary and the Journal of the Market Research Society.  All issues of JMRS up to 1990 are now online.

We are building a useful collection of opinion poll reports and findings from past years, from the likes of NOP, MORI (courtesy of Sir Robert Worcester), Harris and others. Now we have just added to it a donation from David Cowling of several compilations he has made, with assistance from Nick Moon, of opinion poll results going back over several years, in some cases as far back as the 1970s. These compilations bring together what different polls said about matters of serious public interest at the time: 9/11, the Iraq war, nuclear weapons, the coalition government, the environment, the economy, attitudes to crime and several others – and, of course, Europe. Showing how public opinion on these issues changed over the years, these summaries will, we think, be very helpful to social historians.

These items alone are rich components of a valuable Archive, but we now have 4,491 items in the in our catalogue,  4,012 of which have been scanned. There are 743 books, which we do not scan in full, but record essential details such as title, author, and contents for easy retrieval through HAT or libraries.

We are planting unique sources of information to help in understanding the past, the present and the future.


We are delighted to welcome two new members of the Board of Trustees: Phyllis Macfarlane is the new Chairman of the Contents Committee, succeeding Bryan Bates who ran the Committee so successfully, until ill health forced him to retire; Sue Robson is now Chairman of the Marketing Committee in succession to Adam Phillips, who remains our irreplaceable Chairman of the Executive Committee.

Photo: Phyllis Macfarlane

A Fellow of the MRS, Phyllis is a life-long quantitative researcher, specialising in International B2B market measurement.  She started at MIL/INDAL as an Assistant Statistician, culminating as MD of GfK NOP.

Since stepping down fromp MD of GfK in the UK, she has focussed firstly on Training – becoming GfK’s Global Training officer for a while – and then managed a large educational project in Africa for the GfK Verein (GfK’s Not-for-Profit arm).

All this has segued into an interest in the Development/Aid Sector generally and, realising that many NGO’s would be more effective if only they would do more research, she now works together with ESOMAR Foundation (as Treasurer) and Paragon Partnerships (the Global Market Research Industry’s partnership to support the achievement of the UN’s 2030 Sustainable Development Goals) on training in MR and promoting the value of research to NGOs.

She is currently Chairman of the MRS, and supports various small charities on a personal basis with MR advice.

Photo: Sue Robson

Also a Fellow of the MRS, Sue is a highly experienced qualitative researcher.  She joined BMRB as a trainee research executive, going on to work at MBL and ending up as Managing Director. She set up The Qualitative Consultancy in 1981 and ran it successfully for 20 years.

Since  ‘retiring’ she has worked unceasingly in a voluntary capacity, as Chairman of the Governors of Notting Hill and Ealing High School,  Chairman and member of Somerville London Group, a networking and fundraising committee for London Alumni of Somerville College, Oxford and not least, Trustee and Committee member of the MRBA until September 2018.

Sue’s expertise and experience will be invaluable in helping AMSR to market its offering.


Simon Patterson has worked unceasingly to ensure that Peter Cooper’s writings are in the AMSR Archive. He writes here about the CRAM Archive, a unique collection of papers and reports amassed by Cooper Research & Marketing, primarily in the qualitative sector. 

The CRAM/Peter Cooper Archive Collection contains commercial market research reports, the vast majority of which are qualitative, plus papers written by Peter Cooper and his colleagues. It also contains papers from Peter Cooper’s academic days at the University of Manchester in the early 1960s. This includes a study conducted by Peter Cooper and Alan Branthwaite amongst 6,000 children from 12 countries entitled ‘War and Peace’, which used Psychodrawings as its main data source. Online so far we have CRAM Reports from 1970-1972. 1972-1978 (CRAM reports) have been received and will be made available online soon.

Early days

Peter Cooper (1936-2010) was co-founder of Cooper Research & Marketing, later CRAM International, with his wife Jackie French.

Peter studied Clinical Psychology at the University of Manchester where he became a lecturer in the early 1960s. These were transformational times for social sciences and increasingly academic theory was being put into practice. Peter was at the forefront of this movement and, guided by his intellectual rigour as a psychologist, Peter became progressively involved in conducting commercial motivational research. By 1968 Cooper Research & Marketing (CRAM) had opened in Manchester and a new force in understanding the consumer mind was unleashed. These were the early years of qualitative research and the discipline had a new guru.

Understanding the consumer

From its initial inception, CRAM was experimenting with novel, evidence-based ways to understand the consumer. Extended creativity groups (ECGs) were used. Psycho drawings, model-making and in-depth interviews enabled the team of skilled practitioners that Peter surrounded himself with to understand why consumers respond to brands as they do. In due course, social media and the internet would be used to tap into what the consumer was doing and why.

Where traditional market research told you what was happening, Peter and his team were also able to tell you why. Their methods could also predict what to expect. The world of advertising, marketing and branding was changed irrevocably and all the major corporations selling to consumers wanted to know more.

By 1970 Manchester was too small to contain CRAM. A London HQ was established, settling in to 53 St Martin’s Lane, where it remained until Peter’s sudden and untimely death in 2010.

By the mid-1980s, reflecting the increasingly international nature of the work it conducted, the company changed its name to CRAM International.

The CRAM/Peter Cooper Archive Collection is a unique treasure trove of commercial research reports and academic papers that spans the second half of the twentieth century and beyond. With its focus on the consumer, the archive is an extraordinary insight into our contemporary world and its recent past. The Archive has been preserved by Peter’s children, Diana, Helen and Jonathan and myself.

The scanning of the Archive has been supported by AMSR, ESOMAR,  Dr Alan Branthwaite and family, the Cooper family, and QRi Consulting.

Management of the CRAM/Peter Cooper Archive Collection is by QRi Consulting.


About a year ago, 20 boxes of Ehrenberg oeuvres arrived at Phyllis Vangelder’s house to be stored in her ‘empty’ garage. (There was insufficient room at the offices of Ipsos MORI, where our ‘engine’ room is situated).  During the year Phyllis and I have worked our way through about 15 boxes (a visit by burglars to Phyllis’ garage gave a sense of urgency to the task, though they did not in fact show any interest in Andrew’s work).  The Pareto rule applied: 80% of the material was of little interest, 20% is a rich and valuable addition to the Archive. We have had to put aside Andrew’s tirades at those who disagreed with or disregarded his theories, at the myriad of editors and publishers who did not appreciate his work and the very detailed letters and notes about seminars, workshops, meetings and costs as well as quite rude and dismissive notes to an eclectic group of correspondents. However, a gem which we haven’t discarded (although we are still wondering how to classify it) is a letter from the late Alistair Cooke (remember ‘Letter from America’) about his viewing preferences.

What we have in the Archive are iconic papers on models and creative, insightful views on marketing and consumer behaviour drawn from Andrew’s experience at Aske Research, which he ran with Gerald Goodhardt and Martin Collins (all three  were to become Professors of Marketing or Consumer Behaviour), The London Business School and South Bank University. They includes not only the innovative work Andrew did personally, but also in collaboration with brilliant colleagues like Gerald Goodhardt, Martin Collins, Paddy Barwise, Michael Bird, John Bound and many others. And, of course, we have the seminal books such as Data Reduction: Repeat Buying: facts, theory and applications and The television audience: patterns of viewing, which Andrew wrote with Gerald Goodhardt and Martin Collins.


More specifically, Andrew and his colleagues paid close attention to two main areas of research: branding and advertising/marketing activity. We now have a plethora of papers on the subject of branding. Particular topics of interest include:

  • Brand image and its relationship to brand usage
  • Changes of attitudes on brand behaviour
  • Brand loyalty and market share
  • Does brand segmentation exist?
  • Private label
  • Double jeopardy (small brands tend to have below average repeat purchase)
  • Dirichlet model: Predictive sales within fmcg markets.

Advertising and marketing 

In terms of advertising/market papers, we have documents covering

  • Measuring consumer price sensitivities
  • Pack size rates of buying
  • Direct versus mass marketing
  • Analyses of advertising effect
  • How we watch TV.

Such investigations led to an initiative by Andrew ‘Justifying our advertising budgets ((JOAB)’.

At the South Bank University, Andrew was an early supporter of work on diversity and we have references to ethnic viewing habits.

About four more boxes remain. 2020 should see the complete Ehrenberg Archive online on the AMSR website, a unique collection of research material from an iconic researcher.

Dipping into the range of topics 

The following papers give some idea of the range of topics covered by Andrew and his fellow luminaries:

  • ‘The liking and viewing of regular TV programmes’. Patrick Barwise and ASC Ehrenberg
  • ‘Decision models and descriptive models in marketing’. ASC Ehrenberg and Gerald Goodhardt
  • ‘The Dirichlet – a comprehensive model of buyer behaviour’. ASC Ehrenberg and Gerald Goodhardt
  • ‘Double Jeopardy revisited’. ASC Ehrenberg, Gerald Goodhardt and TP Barwise
  • ‘Models of buyer behaviour’. ASC Ehrenberg and Gerald Goodhardt
  • ‘Viewers’ willingness to pay’ ASC Ehrenberg and Pam Mills
  • ‘The problem of numeracy’ ASC Ehrenberg
  • ‘Lawlike relationships’ ASC Ehrenberg
TGI Logo

Geoff Wicken, who has worked so hard in making TGI accessible to Archive users, writes

Photo: Geoff Wicken

AMSR is very pleased to announce an important addition to the Archive.  Kantar, who own and operate the TGI (Target Group Index) have made a major donation of data from the period 1987 to 2012.

TGI is a continuous survey which has been carried out in Great Britain since 1969. The survey comprises completed self-completion questionnaires from 25,000 adults aged 15-plus per annum. All respondents provide information on their use of all major products, brands and services. Exposure to different media is measured, as well as attitudinal and demographic data.

The data extract from TGI 1987, which runs to over 200 pages, is now uploaded on the Archive website. Five further data sets extracted at 5-yearly intervals up to 2012 will follow. The next to be loaded will be 2012, so users will be able to see what has changed over 25 years. The intervening years will then follow as the extraction and formation into PDF documents proceeds.

judie lannon

We are very saddened by the death of Judie Lannon.

She made a tremendous contribution to AMSR, serving as a member of the Board of Trustees, the Marketing Committee and crucially the PR Team. Her immense experience as Director of Research and Planning at JWT, where she played a key part in the development of advertising planning  and subsequently her 17 years as Editor of Market Leader meant her advice was invaluable, to say nothing of her large group of contacts in advertising and qualitative research.

We shall miss her so much, for her charm, wit and wisdom.  Many of us were able to attend the beautiful funeral ceremony at the impressive St Lukes Church in Chelsea on 3 September. Judie’s step-grandson Bluey Durrant gave a very moving eulogy, engaging with all of us who knew her, in describing her wisdom and love of life and people.

Jeremy Bullmore wrote a fitting obituary of Judie in Campaign. Do read it and remember Judie with joy.


As we reported in the Editorial, we have been able to borrow early issues from the MRS to enable us to have a full coverage of the Journal online. However, we should like to retain a full set of hard copies in the Archive. We are missing the following copies and would be very grateful if anyone has them and would be willing to donate them to AMSR.

  • Summer and autumn 1959 (issues 1 and 2)
  • Spring 1962 (issue 7)
  • Spring 1963 (issue 10)
  • Winter 1963-64 (issue 12)
  • Special supplement on Media Research March 1964
open book 400

The Archive is building up stories which can relate to actual items in the collections. Recent ones to coincide with the return to school include pieces on smacking children, and parents’ choice of schools.

A MORI survey from 2007 among 1,822 parents of children aged under 18 indicated that expressions of parental anger are permissible without interference from the law: 59% agreed that “the law should allow parents to smack their children”, and only 18% agreed “there should be a complete ban on parents hitting their children, even a smack as a punishment”.

These data, held in the AMSR files, were reinforced by a 2012 survey by Angus Reid which showed the balance of opinion has not shifted over time: 63% of Britons still voiced opposition to the idea of banning parents from smacking their children.

In 2005, a MORI ‘Teachers’ Omnibus Survey’ conducted among 477 secondary school teachers in England and Wales for the Sutton Trust found that only 31% agreed that “school choice is a reality for most parents”; only 31% agreed that “school choice has improved school standards”, and only 41% agreed “the current system of admissions to secondary schools operates fairly”.

See the AMSR website for the complete stories: 


“Every responsible person in the industry will want to support this … as companies have a responsibility for doing the right thing in preserving our knowledge and craft …” (Vanella Jackson, CEO, Hall and Partners Group Ltd)

“I certainly think the archive is a very worthwhile endeavour.  Indeed, it led me to reflect that that it was perhaps surprising that such an archive had not already been established at one of our universities.” (John Connaughton, CEO, Illuminas London) 

“There’s a benefit in capturing history… I would hope that people in any industry would be interested in how it developed and how it’s changed”. (Ben Skelton, Group CEO,  Quadrangle).

“The Archive is definitely worth doing, and I am sure it would have a huge number of back-stories about how the industry came about and evolved over the years.  The social research is particularly interesting”. (Sue Homeyard, Group Operations Director, Future Thinking).

“Very glad to be a part of this. It is hugely important”. (Simon Chadwick, Former global CEO of NOP World)

Newsletter 13 – June 2019


Supported by teams of dedicated and enthusiastic volunteers, the Archive continues to develop and hone its positioning. At the time of writing almost 4,000 documents have been reviewed, catalogued and scanned and sent to the History of Advertising Trust for storage in archival conditions.

The Archive has several functions.  It is the guardian of the industry’s heritage, preserving the learning and creative insight that has made it so influential in decision-making. It also enables the data we are amassing to be widely and freely available to academics, journalists and the general public as well as to business and government. Additionally it is to be a hub of knowledge in the social and market research sectors, building up links with analogous organisations.

Academic use

As researchers, we are conducting research! Our main initial target for use of the Archive has been identified as academia, specifically historians looking at the social and cultural history of the UK since the 1940s. A team headed by Patrick Barwise, Emeritus Professor of Management and Marketing, London Business School and Vice-Chairman of the AMSR Trustee Board, is talking to high level academics, initially at Oxford and Cambridge, to understand their research information needs, and is liaising with the User Experience Committee.

Robin Birn and Judith Wardle are working with Professor Merlin Stone at St Mary’s University, Twickenham, to examine the behaviour and needs of university librarians and business and marketing faculties and students.

We are also delighted that the geodemographics academic sector is recognising the value of our Archive. Alexander Singleton, Professor of Geographic Information Science in the Department of Geography and Planning at the University of Liverpool, has written to colleagues drawing their attention to our geodemographics and census material, collected so assiduously by Barry Leventhal.  Professor Singleton writes:

“I am not sure if you have ever seen (the site) I have just discovered it; it is a really excellent resource if you are interested in the history of geodemographics”.

The recently-formed User Experience Committee is looking at the optimisation of the Archive search program.  The aim is to make the search user-friendly and accordingly the notes on how to get the best out of the Archive have been revised and a subject index is being developed in advance of updating our metadata. If you have any comments about searching for data, please contact:


While we appreciate that not all people working in market research agencies will be the prime users of the Archive, their support is invaluable in recognising its role in increasing the status and awareness of the market and social research sector.

“Other professions have their own archives and regard them as essential to their standing in the world. The contribution of the research industry in searching out material to donate and providing funding is essential to the success of the Archive.”

We realise that the Archive is not sufficiently well-known within and beyond the market and social research sectors and we require professional help for PR and publicity. We are therefore looking for a part-time Publicity Manager. The advertisement for this post is below.


Liz Nelson, Chairman of the Trustee Board, writes:

John Downham, one of the founders of the Archive and its first treasurer, has retired as a Trustee of the Archive.  He will continue, however, to serve on the Finance and Governance Committees.  Thus, his wisdom and guidance remain with the AMSR.

John was an early member of the Market Research Society which he joined in 1952. In 1963 he moved from BMRB to Unilever where he served for 23 years, reporting directly to the Main Board as the Senior Manager in Unilever’s central Marketing Division with responsibility for the effective use of market research by Unilever worldwide.

The AMSR Board would like to thank John for all the vision and support he has provided and look forward to his continued membership of the Finance and Governance Committees.  Thank you, John.

Lyn McGregor

Lyn McGregor, Chairman of the AQR, writes

As a young and inexperienced researcher I was delighted when I discovered Wendy Gordon’s book Goodthinking. She has been one of my idols ever since. However, since then the world has changed, as Wendy herself recognised in her later book Mindframes.  Over the years we have developed new lenses to look through, and new ways to understand people, culture and brands. New knowledge from Behavioural Science is but one way that qualitative thinking has changed over recent years. Digital technology has resulted in new behaviours and new research approaches. Perhaps we should see this as a move from ‘Goodthinking to Great Thinking’?

A changing world demands a constant process of renewal. As we embrace new thinking, we should also celebrate core qualitative skills, reinventing our approaches to provide fresh relevance for the future. Developing brand strategy will continue to require intelligent people, who can make sense of a broad range of inputs, and use their empathy to guide those who seek to grow brands.  This is what I mean by great qualitative thinking.

Qualitative documents provide a rich understanding of brand stories across the years and often reveal the ways that people have evolved across different cultures.  As an example, I have had the pleasure to work on research and strategy for the Dove brand across the world since the development of the Campaign for Real Beauty in 2004 to the current day.  Women across the world experience different cultural pressures, not to mention the impact of social media on their self confidence.  However, I take some comfort from the number of brands now copying Dove and using ‘real women’ in advertising, rather than the skinny models of the past! This is a clear example of cultural change resulting from brand activity.

The AMSR seeks to create an archive as a resource for anyone interested in understanding the development of society. Qualitative insight helps brands to understand how people are thinking and behaving in the present, and in the hands of the skilled practitioner, often indicates the direction of travel for the culture in the future. This is why we are asking people to donate documents that tell brand stories across the years, and highlight the important role that has been played by great qualitative thinking in understanding our changing culture.

Please contact: if you have any material you can donate.

case study

Among the most relevant uses of the material in the Archive is that of being able to identify longer-term changes in our national life, by comparing current with historical data.

Geoff Wicken and Peter Bartram are writing regular ‘blogs’ highlighting some of the material that is in the Archive and relating it to current concerns and behaviour. They can be found in the ‘Case Studies’ section on the AMSR website.

Geoff trawls Target Group Index (TGI) for data ranging inter alia from football, eating habits, television and telephones to the impact of sitcoms on behaviour.

Peter looks particularly at Harris Polls 1969-1972. His very eclectic blogs cover subjects as diverse as personal banking, British reservations about Europe, foreign holidays and cheques.

Here are some of the highlights of the archival material:

From the Target Group Index:

  • The Middle-Aged Man in Lycra (MAMIL). TGI shows that the species didn’t exist a generation ago. Furthermore, 50-64 year-old men are much more active nowadays than they used to be. Overall 51% engage in at least one activity, compared with 41% in 1989.
  • The impact of a TV sitcom on consumer behaviour. Examining trends can sometimes show influences from unexpected quarters.  Take the case of ‘The Good Life’, which ran from 1975 to 1978 and had an impact on consumer behaviour. While few followed Tom and Barbara Good in opting out of the rat-race completely in favour of a life of self-sufficiency, there was a major uplift in the numbers of people growing vegetables in their own gardens. This activity almost doubled between 1973 (26% of adults) and 1978 (47%).  After the programme ceased its run, it was a further 10 years before vegetable-growing fell back to its previous level.
  • Tea and teabags. As recently as 1970 over 90% of housewives were using packet tea-leaves. Penetration of the new fangled teabags had just reached 30%. Teabags overhauled the market in 1977.

From the Harris Poll:

  • In the late 1960s and early 1970s, 72% of British adults had never been abroad; by 2014, according to YouGov, this has now fallen to 8% and according to ABTA, as many as 53% have taken a foreign holiday in the last year.
  • The Harris Poll found in 1970-71 that 62% were against British entry to the Common Market.

From the Gallup Poll 1938

  • A question posed in November 1938 asked “Do you think a woman should be barred from any form of employment simply because she is married?” 63% answered ‘no’ and 28% answered ‘yes’.
  • Only 15% claimed to own their home outright, 9% were in the process of buying it and 76% were in lodgings or rented accommodation (now 65% of homes are occupied by the owner whether outright or on a mortgage).
  • 83% of men and 39% of women said they smoked. (Now, according to the Office for National Statistics the figures are 17% for men and 13% for women).

These are extracts from blogs and reports included in the Archive. They shed light on how people’s behaviour and opinions have changed (or not) over the past decades. For full reports and fascinating blogs on trends in behaviour and habits see under ‘Case Studies’ on the AMSR website.

Then and Now in Survey

Did you know the MRS was founded in 1946? In 1986, a special issue of its magazine Survey looked at ‘Then and Now’. Four market research companies replicated surveys that were undertaken soon after World War II.  Gallup looked at changes in opinions and attitudes over the 40 years; The British Market Research Bureau looked again at the contents of the British wardrobe, Research Services repeated surveys on films and confectionery and Mass-Observation again asked housewives questions about the way they spend their day. This issue of Survey, as others, is now preserved in the Archive and available on the website.

Add Folder

We continue to be excited by some of the rare and interesting material that is being collected for the Archive:

Britain Speaks Out 1937-87. A social history as seen through the Gallup Data. Robert Wybrow, 1987.

Its chapters cover:

  • 1937-45 The Formative Years
  • 1945-51 Labour’s First Term
  • 1951- 57 The Road to Suez
  • 1957- 64 The Macmillan Administration
  • 1964-70  The Wilson Era
  • 1970-74 The Success and Failure of Mr Heath
  • 1974-79 Labour Returns
  • 1979-87 New Conservative Philosophy

The Sophisticated Poll Watchers’ Guide. George Gallup. Princeton Opinion Press, 1970

A Guide to Public Opinion Polls, Techniques and ‘Poll of Polls’. BBC Broadcasting Research February 1987.

What Britain Thinks. The News Chronicle. A comment on the series of surveys conducted by British Public Opinion published by the News Chronicle, going back to 1938.

Trends in Food Consumption 1996. Taylor Nelson AGB Lifestyle Focus. Part of a series on household food consumption since the mid-80s from the Family Food Panel

Religion in Britain and Northern Ireland. A Survey of Popular Attitudes. Independent TV Authority, 1970

Passenger Travel Market in London Underground and local bus services plus information relating to mainline rail services and private transport.  Market Report, October1966. London Transport Marketing

Summaries of European Court of Justice Cases and Judgements on Commercial Communications’ by Lionel Stanbrook of the Advertising Association, 1999.

Help wanted

Part-time role.

£500 per month

To deliver communication plans to reach key audience groups across research, academic and social history sectors, and relevant media, on behalf of AMSR.

Experience of implementing PR plans with excellent written and verbal communications skills across traditional and digital media.

For a job description and more info contact:

Newsletter 12 – February 2019

29-01-19 Archive P1015780

A prestigious event held at the IPA in Belgrave Square on 29 January highlighted the success story of the Archive and its achievements since its inception. In addition to the speeches, attendees were able to see live online demonstrations of the Archive website and search the ever-growing material now available.

Click here for the full coverage of the event.


An Archive user interface team has been set up. We are very aware that some searches are highly complex and our aim is to make the search experience as straight forward as possible.

If you have any comments about using the Archive, please contact:


We continue to be excited by some of the rare and interesting material that is being collected for the Archive:

Report of an investigation on Pear’s Soap Consumer UK by J Walter Thomson 1925

Clothes Rationing Survey. An Interim Report prepared by Mass-Observation for the Advertising Service Guild. In Change No.1 Bulletin of the Advertising Service Guild, August 1941

Pollution and the oil industry and oil users. Taylor Nelson Survey 1973

The structure of entrapment: Dilemmas standing in the way of women managers and strategies to resolve these. An article by Charles Hampden-Turner in The Deeper News, a global business network publication, January 1994

Women: setting new priorities. Whirlpool Foundation Study. A study of Western European women’s views on work, family and society. Survey conducted by MORI, January 1996


March 2019 marks the 40th anniversary of the MRS conference presentation that brought geodemographics to the attention of a wide audience of market researchers.  This presentation introduced a new way of analysing and targeting consumers in any market.  So great was the interest in the new approach, that many regard this event as the commercial launch of geodems in the UK.

The 1979 conference paper – lodged in the Archive’s Geodemographics section – accurately prophesied many of the applications of geodems over subsequent decades.

It demonstrated the usefulness to marketers and advertisers of an area classification that had originally been developed in the public sector. A number of classification studies were conducted in the public domain during the 1970s, starting with regional projects and moving onto a national project in 1977.  Papers documenting some of these studies may be found in the Census and Geodemographics collections of the Archive, including those listed below.

The national classification was rapidly acquired by CACI and named ‘Acorn’.  An early Seminar on how to use Acorn took place in 1980 and may be found in the Archive – see
‘Acorn in action: Basic concepts, new services’ in the Geodemographics collection.  Reading the papers from the Seminar, it is fascinating to see that the principles of using geodems have not changed in 40 years – the only differences today are the speed at which results are now delivered and the latest applications, such as targeting online ads, which were undreamt of in 1980!

References – early area classification studies in the Archive:

Batey, P. and Butler, D.  Multivariate Analysis of the 1966 Census, 1972

Bermingham, J., Baker, K. and McDonald, C.  The utility to market research of the classification of residential neighbourhoods, MRS Conference, 1979.

Webber RJ. Liverpool social area study, 1971 Data. Centre for Environmental Studies; London, 1975.

Webber RJ. OPCS/CES Classification of Wards and Parishes in Great Britain,1977.


AMSR is now registered for ‘Give as you live’, an online fundraising platform for charities. The idea is that the charity can raise money through its supporters’ regular online shopping with no extra cost. In exchange for sending traffic to partners’ website to make purchases, they pay a commission, of which 50% is passed to charity.

The site has over 4,100 stores, including Amazon, and they cover shopping travel, utilities etc. You can view the stores at The donation rate depends on the store and can range from 1%-10% of the supporter’s shopping spend.

Supporting AMSR in this way does require an extra step in your online shopping activities. You have to visit the shop/business via the Give as you Live website for your shopping to be tracked and you have to register at Give as you Live and select AMSR as the charity you support. You then search for the store from which you want to shop (e.g. Amazon, M&S etc) If you click ‘Shop & Raise, it will take you to the site where you shop as normal. So next time you are shopping online, please remember AMSR.

Newsletter 11 – October 2018

Jeremy Bullmore and Ben Page

We are delighted that Ben Page and Jeremy Bullmore have agreed to be Patrons of the AMSR

Ben Page is Chief Executive of Ipsos MORI. He joined MORI in 1987 after graduating from Oxford University in 1986 and was one of the leaders of its first management buyout in 2000. A frequent writer and speaker on trends, leadership and performance management, he has directed thousands of surveys examining consumer trends and citizen behaviour.

He has been an immense support to the Archive, donating an ‘engine room’ in Ipsos MORI’s modern offices in Harrow, where the volunteers can sort, catalogue and scan the enormous amount of material AMSR is amassing. As well as enabling Committee members to hold meetings in convivial surroundings, Ben has given them access to his PR team, allowing them to benefit from professional advice and support.

Ben Page says: “In a fast moving world, it is all too easy to lose sight of important data from the relatively recent past that can help illuminate present trends, as well as the history of the research industry. The AMSR helps the industry, academics and journalists with both.”

Jeremy Bullmore CBE is a Member of the WPP Advisory Board. He began his career as a copywriter with J. Walter Thompson London, becoming Creative Director and finally Chairman. He was a non-executive director of both the Guardian Media Group and WPP and was also a long-time columnist for the Guardian, Campaign, Management Today and Market Leader.  He is a past President of The Market Research Society.

Jeremy Bullmore says, “It’s a matter of surprise, if not of shame, that no such archive already existed. For the intelligent historian, educator, journalist or politician, needing to know, in sensitive detail, how we’ve lived our lives for the last 70 years or so, AMSR contains an utterly priceless bounty of evidence”.


We will be holding an early evening event for sponsors and supporters at the IPA on Tuesday 29 January next year. The key speaker will be Rory Sutherland, Vice Chairman of Ogilvy UK and a regular columnist in The Spectator.

New site screen

Have you visited the website lately? It has been completely redesigned and relaunched and we hope you will become familiar with it, check out its fresh content and use it to access information and source material. A guide on ways of searching, navigating and downloading material in the digital Archive, to help users find most easily what they are looking for, is in preparation and will be uploaded to the landing page shortly.

The Archive is growing fast. Among the latest additions are:

  • A comprehensive collection of books and papers belonging to Andrew Ehrenberg from the South Bank University, with detailed data about the NPD theory.
  • Readership Research.  A personal memoir written for the 9th Worldwide Readership Symposium in Florence 1999. This memoir from Harry Henry takes us back to the beginnings of Readership Research in Britain, describing its early development. The concept of ‘recent readership’ which is discussed in the publication, appeared in print for the first in 1947. Harry Henry himself was the author of the term ‘replicated readership’.
  • Papers left by David Collins include a number of qualitative studies from the 1960s and 70s undertaken by The Psychological Research Group, mainly in the transport and hotel industries. One of these sought to capture the feelings of business executives to Concorde and their likelihood of using it, before its first scheduled flight; advantages were set against potential costs, and national pride at this exciting new technology was explored.
Give as you Live logo

AMSR is now registered for ‘Give as you live’, an online fundraising platform for charities. The idea is that the charity can raise money through its supporters’ regular online and offline shopping with no extra cost. In exchange for sending traffic to partners’ website to make purchases, they pay a commission, of which 50% is passed to charity.

The site has over 4,100 stores, including Amazon, and they cover shopping travel, utilities etc. You can view the stores at The commission rate depends on the store and can range from 1%-10% of the supporter’s shopping spend.

You can register for online shopping by going to and select Archive of Market and Social Research, using its full name.

Supporting AMSR in this way does require an extra step in your online shopping activities. You have to visit the shop/business via the Give as you Live website for your shopping to be tracked and you have to register at Give as you Live and select AMSR as the charity you support. You then search for the store from which you want to shop e.g. Amazon, M&S etc) If you click ‘Shop & Raise, it will take you to the site where you shop as normal. So next time you are shopping online, please remember AMSR. You can also order a storecard or download a barcode that can be used when you are buying in-store, as opposed to online.


Market Research Abstracts were launched in the late 1960s by the then Publications Committee of The Market Research Society to ensure that members of the Society were aware of the numerous articles and papers that were published about market and social research, both in UK publications and analogous overseas journals. The Abstracts were compiled twice a year by Phyllis Vangelder and covered articles and papers, each some 100-200 words, in the following areas: survey techniques; statistics, modelling and forecasting; attitude and behaviour research; psychographics; personality and social psychology; communications; advertising and media research; applications of research; industrial market research; market research and  general applications; and new product development.

The Abstracts were derived from the following UK journals and conference proceedings:

Admap; British Journal of Psychology; British Journal of Social Psychology; British Journal of Sociology; Human Relations; International Journal of Advertising; International Journal of Public Opinion Research; Journal of Industrial Economics; Journal of the Market Research Society; Journal of the Operational Society; Journal of the royal Statistical Society; Oxford Bulletin of Economics and Statistics; Proceedings of the Market Research Society Conference; Statistical News.

In addition 16 important journals from the US, Canada and New Zealand, as well as ESOMAR’s Market and Research Today, were regularly used as sources for the Abstracts.

AMSR has an almost* complete collection from the late 1960s, ending with Volume 68, July-December 1997. There were two volumes each year and the scanned collection provides a fascinating overview of learning and commentary during the formative years of the industry.

*We are missing the following volumes and would be very grateful to receive copies of these: 1, 8, 12, 18, 30, 43, 44 and 58.  Please contact either Bryan Bates ( or Phyllis Vangelder (

WAPOR logo

Liz Nelson, Chairman of AMSR Board of Trustees, and Sir Robert Worcester, Founder Patron, presented important papers at the WAPOR Conference in Marrakesh last June. We highlight some of the salient points in their papers. Their powerful messages to an international audience of social and opinion researchers stressed the importance of trust and the relevance of archival collections.

Liz Nelson’s paper ‘Harness the past and present to help predict the future’ was particularly apposite.  She pointed out that WAPOR’s choice of change as the subject for this year’s Annual Conference allowed her to write about the need many researchers have for longitudinal data and archives of attitude and behavioural data.

Social and market researchers’ expertise in predicting change in behaviour and/or attitudes has been very mixed. She argued that predictions could be improved by taking a longer, historical view, and by proving to decision-makers and researchers that it is essential to harness the past and present to improve predictions.

Commercial researchers often have neither time nor inclination to refer to past data. Furthermore, to make matters worse, in the digital age, companies are increasingly destroying their historical data.

Her paper stressed the value of using historical data; to help those who are without archives to set one up; and to encourage owners of historical data to publicise that data and to overcome researchers’ desire or inclination to ‘reinvent the wheel’.

Social change

Exploring Social Change became a major issue in the 1960s: The Monitor by Yankelovich in the States; the International Institute of Social Change, (RISC) followed in the ’70s ; then Eurobarometer and many others.  The professional organisation in the UK, the Market Research Society, celebrated its 70th anniversary last year.   There was, however, no national archive of either social or market research in the UK.

Liz traced the development of the Archive and Liz traced the development of the Archive and used data from Ipsos MORI sexual harassment surveys to show that was not a new issue. Indeed, sexual harassment is a very old one, clouded in the past by prevailing social norms – norms that are now changing dramatically.

Liz also used Archival data to show where prediction has proved correct and very powerful.  There is strong evidence that predictions about generational differences in attitudes and behaviour would lead to huge differences in how to communicate to and how to market to them.  And those predictions have been successfully incorporated into corporate, political party and public service organisation thinking. She cited the successful understanding of differences in millennials (today’s 20s to 35s) and among baby boomers (today’s 55s to 70s).  Past data predicted the present and will predict the future with these generational differences.

Perhaps two of the biggest changes we have seen in recent years relate to decreasing trust in establishments and to increasing dependence on new technology.


All institutions – political parties, governments, local councils, charities, NHS, can build trust by meeting new expectations,  of security above all, but also transparency, dependability, and fulfilment.  She cited a recent optimistic Delphi Report to illustrate the ability of technology to increase public trust: ‘Technology can provide security and protection’.

If technology can make it possible for brands to be open and vulnerable, by sharing more information with customers, surely the same applies to public organisations and government institutions

Whether we are citizens or chief executives, we regularly feel out of control, unable to keep up, or vulnerable to fake news. But we need data; we need to preserve materials from the past to help us become better at predicting the direction and nature of change. And technology can increase trust.  And above all, researchers should realise that successful predictions from trend data must be publicised, must be acknowledged by business and marketing teachers and by all decision makers,

Liz Nelson concluded by stating what she has learned from the Archive. No change over time is as important to decision makers as significant change; researchers need reminders of the past data; populism entails a diminution of trust in established systems – advertisers have the savvy to keep levels of trust high; and crucially, if your office is moving, don’t allow anyone to destroy old records.

As brands become open and allow themselves to be vulnerable by sharing more information, public bodies, media and governments should learn the strength of  transparency,    Over time data collected 10, 20, 30, 60s years can become more valuable. Free access to past data is vital along with preserving present data for the future.

Her concluding anecdote pointed to the human value of archival collections. Recently there was a most wonderful find in the Bodleian Library. The earliest-known book dust wrapper was found in its Bodleian collections. Dating from 1829, it protected a finely-bound gift book entitled Friendship’s Offering.

Click here to download a copy of Liz Nelson’s paper.

Who trusts the pollsters?

The paper by Sir Robert Worcester, co-presented with Roger Mortimore and Mark Gill, underlined the issue of trust, focusing particularly on polls.

In examining how much the public trusts pollsters, they questioned whether trust in pollsters was linked to trust in other groups, and examined the evidence of declining trust, presenting data after poor election predictions and interrogating the nature of distrust.

They tested the following hypotheses:

  • Pollsters are less trusted than they used to be
  • Pollsters are less trusted relative to other professions than they used to be
  • Pollster are less trusted when ‘failed’ election predictions are fresh in the memory
  • Distrust in pollsters is associated with political leanings
  • Distrust in pollsters is associated with readership of particular newspapers (perhaps with an anti-polling editorial slant).

Detailed findings from survey data showed that pollsters are still more widely trusted than distrusted in Britain.  Trust is highest among the groups who are the most knowledgeable or take an interest in politics.

There is currently slightly more distrust of pollsters than usual in Great Britain, but this is not a weakening of existing trust, more an increase of distrust among those who had no opinion. The results indicated that newspaper coverage is probably not an important direct cause and suggest that any political aspect is probably populist vs establishment rather than right vs left.

Click here to download a copy of Sir Robert Worcester, Roger Mortimore and Mark Gill’s paper.

Newsletter 10 – June 2018


We are delighted and very proud that Professor Denise Lievesley CBE has accepted the Trustees’ invitation to be the first President of the Archive of Market and Social Research.

Denise Lievesley took up her role as Principal of Green Templeton College in October 2015. Before going to Oxford, she was Executive Dean of the Faculty of Science and Public Policy and Professor of Social Statistics at King’s College, London.

Formerly she has been Chief Executive of the English Health and Social Care Information Centre, Director of Statistics at UNESCO and Director of the UK Data Archive. While Director of the Data Archive, she was also Professor of Research Methods at the University of Essex. Denise has served as President of the Royal Statistical Society, President of the International Statistical Institute and the International Association for Official Statistics.

She was for many years a member of the MRS’ Technical and Development Committee, responsible for convening and chairing a very important MRS Seminar on Response.

Her research interests relate broadly to the quality and trust in official data, and the use of professionally-collected data for research purposes.

Professor Lievesley’s appointment is a perfect fit, enabling us to have her experience and expertise to support us: her election will undoubtedly bring increased status to AMSR’s standing in the academic and business worlds. We hope too that this will be a synergy, and that Green Templeton College will benefit from the Archive’s collection of social research and history, and data collection methodology, particularly since our Archive will be a portal to other academic and commercial archives.

We hope to include an interview with Professor Lievesley in our next Newsletter.

New site screen

Paul Edwards writes:

We have just introduced a new design for our AMSR website Thanks to the efforts of Kirsty Fuller and Joly Zou working with web designers Onepoint, you will see an exciting new face for the archive.

The new design is fresher, more visual and easier to navigate.  It has an enhanced case study section which provides a showcase for the rich material within the archive.  The front page highlights recently added articles or newly acquired material and so is worth more frequent visits.

There are still details of how to donate, volunteer or sponsor.  And of course, you can still click straight through to the archive itself from any page of the website.

Do take a look and let us know what you think.  Most importantly share the website with your network so the archive can grow more quickly. If you have any problems or comments please send them to The website address is www.

treasure box

Colin McDonald oversees the cataloguing of the Archive

We are especially pleased to have on file a copy of the Hulton Readership Survey of 1949 – the very first English readership survey, with commentary by Jim Hobson and Harry Henry and designed by Mark Abrams. This copy was presented to us by Ron Carpenter, who years ago rescued it from a skip at a time when the Mirror Group were moving offices. It is an impressive document, mega folio size, and a challenge to photograph, but thanks to the help of MORI’s photography department we have managed it, and it can be read in full on the website.

We have now received over 600 books: these include the libraries of Paul Harris and Martin Collins, who both sadly passed away during 2017, and many contributions from other donors. They contain a very large collection of statistical and methodological books relevant to research, going back to the 1950s.

The Market Research Abstracts were published twice a year from 1963 to 1997 and contain abstracts of papers from a wide range of journals and other sources relevant to research. The Abstracts can be viewed in full on the Archive’s website.

British Public Opinion was published by MORI (Market and Opinion Research International), the company founded by Sir Robert Worcester, from 1979 to 2003. These highly detailed journals contain a mass of information from polls and surveys giving a fascinating insight into the political topics of the time. We are grateful to Sir Robert Worcester for making these journals available to the Archive.


We are immensely grateful to Geoffrey Roughton who oversees the Pulse Train Legacy, for the gift of an additional scanner.

Quiz Red 3D

Peter Bartram writes:

At this year’s MRS Conference the MRS kindly provided a place for the AMSR to display its wares and tell passers-by about its development and current scope.  In addition to a large banner, a laptop providing access to the AMSR website, and various pieces of promotional literature, considerable interest was shown in a simple one-page quiz devised by Geoff Wicken, which contained five research-related questions. The winner was to be offered a bottle of champagne and £100, both donated by a leading AMSR supporter, Kirsty Fuller.

The quiz was completed by 41 conference delegates and, with nobody answering all questions correctly, an interesting picture emerged of their historical misperceptions. Faye Banks of Lloyds Banking Group made only one error, and was revealed to all delegates as the winner by an announcement during the final full session of the conference.

All questions were based on material to be found in the AMSR archive, and looking at the results from the 41:

  • People were asked to say whether they thought overall satisfaction with the NHS, at 63% in 2016, is higher or lower than it was 20 years ago, as measured by the annual British Social Attitudes Survey. Most incorrectly assumed there has been a decline in satisfaction with the NHS, and only 27% guessed that in 1998 it was at exactly the same 63% level as in 2016.
  • It was not very surprising that few could recall the 1983 general election predictions and results which were contained in the MORI British Public Opinion Report at the time. We asked which party’s support was inflated by the (relatively new) telephone polling method. Most seemed to assume a slightly up-market sampling method would inflate the reported Tory support. In fact, it was support for the Liberal/ SDP Alliance which these polls over-inflated, and only 37% correctly recognised this.
  • Early TGI Reports now in the archive reveal that in the 1960s as many as 47% of adults were ‘doing the pools’ and this had decreased to 28% by 1992, their further decline no doubt hastened by the birth of the National Lottery. People were asked in the quiz to say whether the pools still exist or if so, the current percentage using them. Only 39% correctly guessed that 3% use the pools nowadays, and as many as 54% thought they no longer exist.
  • Finally, in the MRS Newsletters of 1983, it was proudly announced that an MRS Member, George Vassilliou, had become Prime Minister of a Mediterranean country. Of the three options offered in the quiz, 27% said it was Greece, 34% that it was Malta, and only 39% correctly recalled it was Cyprus. George had run the successful Middle East Marketing Research Bureau (MEMRB) and older MRS Members were less likely to forget this, having met or seen him at various MRS and ESOMAR Conferences at around that time.

Altogether, this little exercise in collective memories and facts has illustrated the variety of information contained within the AMSR, and has shown that it can correct many misperceptions of the marketing and social realities of life in the UK. Any current researcher keen to show knowledge of developing markets and social environments will do well to use it, the better to inform their future.


AMSR now has a firm structure, as required by the Charities Commission.


Trustee Board

Chairman: Dr  Liz Nelson OBE
Secretary:  Ian Brace
Peter Bartram
Bryan Bates
John Downham
Jane Frost
Raz Khan
Judie Lannon
Simon Patterson
Adam Phillips
Phyllis Vangelder 

Executive Committee

Chairman:  Adam Phillips
Vice Chairman: Peter Bartram
Treasurer:  Raz Khan
Ian Brace
Bryan Bates
Phyllis Vangelder

Administrator: Gill Wareing

Other busy committees cover Marketing, Contents, Governance and Finance.

We wish to ensure that every sector of market and social research is included in the Archive. We have teams of Special Advisors covering Social Research, Qualitative Research and other specialist areas. Please get in touch with Bryan Bates, Chairman of the Contents Committee if you can help us in searching for relevant material in specific sectors e.g. central and local government research, children’s research, retail, travel, finance, motoring etc.

AMSR is supported by an extremely efficient and hardworking volunteer team of cataloguers and scanners headed by Sue Nosworthy, Pam Walker and John Kelly. They are always in need of additional help, so if you have a few hours a month to spend in very convivial company, please contact one of the above. You will be made very welcome in the ‘engine room’ kindly donated by Ipsos MORI in Harrow. (It is very easily accessible, just opposite Harrow-on-the Hill Station on the Metropolitan  line and the central Harrow Bus Station).

Newsletter 9 – January 2018


What’s in this issue:

Over the last few months, we have received a gratifying number of additions to the Archive and the mammoth task of reviewing, scanning, cataloguing and putting their data on our online system is in full swing.

In addition to summary reports, which are already in the Archive, we are getting all historic records of TGI. We have also received, inter alia, more precious books from the Paul Harris Collection and material from the late Martin Collins.

We have been offered the MORI Archive and have begun reviewing and scanning this – a huge task as they have some 32,000 files stored at their warehouse in Northampton. As a pilot project, we are reviewing 47 boxes. Bryan Bates, Chairman of the Contents Committee, has written an article about the mammoth but interesting task.

We also have an article from Barry Leventhal who has worked unstintedly on reviewing and sorting Census and Geodemographics material.

Raz Khan brings us up-to date with news on the online Archive. It is still in a Beta state, but we hope you will experiment with it and let us have feedback about its use.


Raz Khan writes:

It’s very interesting how important nomenclature can be, especially when you move into an area outside of your personal expertise. When we first started looking for a system to house our archive, our searches kept presenting us with document management systems, which are aimed at companies who digitise all their paperwork, and happen to be extremely expensive.

It was only when we stumbled across library management in an alternative search that we discovered a whole new world, and of course, like any discovery, it seemed so obvious in retrospect. There are many individuals and organisations holding small specialist archives who want to make them available to the wider world via the internet. After some investigation of the field we settled on a product called ContentDM from OCLC, the Online Computer Library Centre. It offers an excellent starting point for our archive and is very competitively priced.

The online archive complements our physical archive of materials held at The History of Advertising Trust (HAT) in Norfolk. Interested people can visit HAT to see the original documents and enjoy the feel and smell of old (and not so old) paper. However the online archive can help users understand what we have and identify documents of interest. In many cases we have the complete documents scanned but for copyrighted items such as books and some journals we are only permitted to scan the cover and contents pages. In such cases the originals can be studied at HAT.

Thanks to our brilliant team of scanners we now have a large number of documents online. These include MORI’s British Public Opinion, a fascinating record of political polling, and the key MRS publications: Survey, The MRS Newsletter and Research Magazine.

The documents are scanned for text as part of the publication process so you can search the archive and it will present items that contain your search. While it might seem frivolous you can search for yourself and see the articles you may have had published, the job changes you made and the adverts in which you were mentioned. It can provide a fascinating timeline.

However the archive will more likely be of benefit to those looking to investigate the development of techniques (read Barry Leventhal’s article on the Geodemographics section to see how this now widely accepted technique was quite controversial at the time) or those who want to understand how the industry developed. I doubt anyone in the 1950s anticipated the global players that now exist, or the broader footprint that insight now encompasses.

So please feel free to look at our online archive and see how far it has come; it will continue to grow as we collect material in the months and years to come. And of course please send us your feedback to help us improve what we’re offering.

The archive can be seen at

Please send any feedback to


Bryan Bates, Chairman of the Contents Committee writes:

While a significant number of leading research suppliers have already destroyed their own back history, there are still many which hold copies of research studies going back a number of years. One of the objects of the AMSR is to retrieve documents like these, store them safely for future generations and make them accessible for study now by anyone with an interest in the development of research since the mid-1950s or even earlier.

Many such projects were conducted on a one-off basis, but some have been repeated or set up to run on a continuous basis. In most cases these reports are languishing in cellars and store cupboards to which few people have access. Indeed, it is often the case that the companies owning these documents may not even themselves know exactly what they hold.

One such data owner which has now donated a great deal of information to our Archive is Ipsos MORI. We have been granted access to the MORI data store which covers a vast range of research studies and we have permission to reproduce a selection of these and make them available on our website. There are some 32,000 items for us to consider and it will take quite some time for us to sift through all of them to select those which seem likely to be of general interest. We have made a start on reproducing them, and before long we shall be adding the ones we have selected to our website. Archive users will thus be able to access many reports which until now have been locked away from view.

MORI is not the only company co-operating with us in this way and we shall be adding selected data from many other organisations in the future. So, anyone willing to contribute data in this way is encouraged to contact us so that we can discuss the options.


Barry Leventhal writes:

Next year marks the 40th anniversary of the MRS conference presentation that brought geodemographics to the attention of a wide audience of market researchers.  Therefore it is appropriate that the Archive includes a section for materials documenting geodemographic developments, products and solutions which should be of great interest to many current researchers.

A number of early papers are on their way into the Archive – this update identifies some of those from the early days, going back to projects from the 1970s that underpinned the development of area classifications.

In the UK, much of this work was being carried out in the 1970s by Richard Webber, while at the Centre for Environmental Studies (CES).  Webber’s projects progressed from regional studies to national studies and from large area to small area classifications.

For example, an early regional project was the Liverpool Social Area Study (1975) which is being included in the Archive.

A couple of years later, this was followed by the first national classifications, which were joint projects between the Office of Population Censuses and Surveys (OPCS) and CES.

A series of national classifications were produced at different levels of geography, and the Archive will include example results for the segmentation of wards and parishes, based on 40 variables from the 1971 Census.  These clusters were then amalgamated to form seven ‘families’ – the Archive document demonstrates their performance and maps their occurrence in different parts of the country.

This classification was the forerunner of ACORN; its utility to market research was examined by Ken Baker, John Bermingham and Colin McDonald in their 1979 MRS Conference paper. They identified the enormous potential of the technique as a market research tool, and so this moment is generally regarded as the launch of the geodemographics industry.

However, the classification did not go unchallenged – in 1980, Stan Openshaw and colleagues published a critique of the national classifications, pointing out that the results were highly dependent upon the methods used and decisions taken during the classification process.

Richard Webber very swiftly wrote a response to this critique; both the critique and the response are being included in the Archive.

The new classification was acquired by CACI and rebranded ACORN – the Archive will include CACI reports and documentation from the early 80s.

The mid-80s was a period of great activity in the industry amongst the commercial companies which exploited the new technique.  The academics responded with their own classification in 1985, launching SuperProfiles – their paper, to be found in the Archive, describes it as ‘A poor man’s ACORN’.

And so the geodemographics industry, which will be 40 years old next year, was born – key steps in its conception will be found in the Archive.

References to papers in the Archive:

Webber RJ. Liverpool social area study, 1971 Data. Centre for Environmental Studies; London: 1975. PRAG Technical Paper 14.

Webber RJ. OPCS/CES Classification of Wards and Parishes in Great Britain, 1977.

Webber RJ. Parliamentary constituencies : a socio-economic classification.

Office of Population Censuses and Surveys, 1978.

Occasional paper – Office of Population Censuses and Surveys ; 13.

Openshaw S, Cullingford D, Gillard A. A critique of the national classifications of OPCS/PRAG. Town Planning Review. 1980;51 (4):421.

Webber RJ. A response to the critique of the national classifications of OPCS/PRAG. The Town Planning Review. 1980;51 (4):440–50.

Charlton ME, Openshaw S, Wymer C. Some new classifications of census enumeration districts in Britain: A poor man’s ACORN. Journal of Economic and Social Measurement. 1985;13:69–96.


Robin Birn writes:

Positioning AMSR

Progress has been made with the research the Executive Committee requested to understand the best ways to position AMSR and help implement its development strategy.  The research has been carried out with commercial and social research companies, research commissioners, academics working in marketing and research, media users of research findings and charities that support social research or might support a research archive.

The research has confirmed that the concept of an archive such as the AMSR is thought to be what the market research industry should have.  Research companies acknowledge that the content could be useful for their executives in their companies for proposal and report writing, helping to demonstrate their command of relevant techniques and markets.

But the research has also found that academics are the most enthusiastic: they talk about it as their ‘raw material’, which currently cannot be accessed via libraries and online subscription services.  Academics expect the Archive to be helpful for suggesting themes for PhD theses, project work and even to develop new educational programmes as demand increases for Business Courses, apart from inspiring their own books and papers.

Further research will be carried out as the AMSR Executive Committee develops and refines its strategy and more audiences are evaluated as opportunities for the Archive – new findings will be reported in future Newsletters.

Some of the things Senior Lecturers at Southampton and Birkbeck Universities said:

“It’s the idea of the social history of Britain sitting in one place, not just of opinions themselves but also the art and craft of understanding opinion, particularly in the light of the current focus on opinion polls”.

“The idea of an archive is a good one, given that that a meaningful record of the industry is almost completely absent from the business archives. Also, as the industry has been such a touchpoint for so many key aspects of social and commercial life in the UK I would imagine that there are some interesting stories to tell”.


Geoff Wicken is producing fascinating data from TGI which highlight attitudes about current concerns. Long-term trend analysis ot TGI data, including the data held by AMSR, lets us see how consumer behaviour has evolved and how it will continue to do so.

Sexual Harassment

Inappropriate behaviour in some high-profile environments is headline news today, but it has long been a matter of concern.  25 years ago in 1992, the vast majority of the public had a clear view about what constituted sexual harassment. There was little disagreement about what was problematic, even though in those days, it was tolerated.  Close to 90% of both female and male workers considered both sexual innuendos and inappropriate physical contact to be sexual harassment.

The survey was conducted by MORI in September 1992 for the General Municpal Boilermakers’ Union (GMB) as part of its campaign to raise the level of the problem of sexual harassment in the workplace.


Generational differences are sometimes considered one of the fault lines in Britain today. The the predicament of Millennials is much discussed as a societal and political challenge.

Examination of research data from TGI confirms that the position of today’s 20-34 year-olds is indeed worse in important ways than that of their equivalents of 30 years ago.  Furthermore it allows us to understand the scale of the challenge in informed and comparative terms.

Today just 36% of Millennials (defined as being aged 20-34) own their own home – be it outright or with a mortgage.  In 1987 fully 64% of 20-34s did.  Increases in the costs of purchasing property have had the very significant effect that 55% are renting their homes compared with 33% of 20-34s in 1987.


More details of these surveys are on our website,


As more and more people from the industry become involved with AMSR, we realise a community is growing: we are taking immense pleasure in renewing our friendships with previous colleagues. We have a wonderful team of scanners and cataloguers, spearheaded by Sue Nosworthy. But we will always welcome those wish to join the volunteer teams. On the Contents Committee we should particularly like to hear from specialists in specific product or service areas who would like to collect and review material on, for instance, travel, product testing, motoring, finance. Contact: Bryan Bates (; Phyllis Vangelder (, or Sue Nosworthy (


Here are some of the good things people are already saying about the AMSR:

“The birth of AMSR should be greeted not just with polite enthusiasm, but with something approaching joy. It will inform, delight, inspire and illumine all those who are intelligent enough to use it”. (Jeremy Bullmore, non-Executive Director WPP and Past President of The Market Research Society)

“By showing what has gone before, an archive can help us avoid wasting time on reinventing techniques that have been used before. It allows us to build on our predecessors’ experience – to see what worked, and equally importantly, what didn’t!

Also, by holding data on many markets over time, we can see how those markets developed – which brands survived, and which didn’t – and importantly why.” (Dame Dianne Thompson, former CEO of Camelot Group and past President of the MRS)

“I’m sure there must be a business opportunity for brand agencies or consultants or researchers to routinely explore the AMSR archive on behalf of their clients – unless, of course, the clients are smart enough to do it themselves ….” (Paul Feldwick, leading author and consultant on brands, advertising and corporate strategy)

An archive of market research offers us, in principle, insights into all aspects of human life – what people ate, what they wore, the way they talked, the ways they amused themselves, travelled, communicated, lived, loved and died”. (Paul Feldwick)

Newsletter 8 – October 2017


The archive is ready to go live

After two years of unstinting effort by its many supporters, the Archive is at last becoming a solid reality, with an impressive range of research material accessible to all. Over recent months, this has been made possible by a flow of volunteers, reviewing, scanning and cataloguing the wealth of material coming into the dedicated room so generously provided by Ipsos MORI at their offices in Harrow.

 The AMSR Core Collection

By the end of October we expect to have the basic ‘crown jewels’ of market and social research material safely housed with the History of Advertising Trust (HAT) under controlled conditions, and visible on the internet. This includes:

  • almost complete sets of the Newsletter and Research Magazine (there are still some missing, see below),
  • complete sets of Commentary, the Journal of The Market Research Society, and Market Research Development Fund publications,
  • Survey Magazine, the Interviewer Newssheet and a complete set of the Market Research Abstracts.
    In addition, we have invaluable collections such as:

from Marie Alexander, mostly on social survey methods,
from Paul Harris, on statistics (see Ken Baker’s article below),
from Gerald Goodhardt, covering the seminal work he and Andrew Ehrenberg conducted at Aske Research and the South Bank University.
in the qualitative sector we are promised the Mary and John Goodyear Collection and Peter Cooper’s vast amount of CRAM material.

Target Group Index material

We also hold the ‘25th Anniversary of TGI’ trend reports that were published in 1993, which include top-line year-by-year category data from 1969 to 1993. Links to complete TGI data are being explored. Meanwhile Geoff Wicken whets our appetite below with data from a 2017 TGI survey on football watching behaviour.

The Abstracts

The Abstracts cover every article and paper dating back from the ’60s on the following: survey techniques; statistics, models and forecasting; attitude and behaviour research; psychographics, personality and social psychology; communications, advertising and media research; applications of research; industrial market research; market research and general applications and new product development.

Continuous Media Audience Surveys

We are building links to industry continuous measurement surveys including:

  • TGI; BARB (previously JICTAR); RAJAR. (Radio Joint Audience Research), BBC Audience Research; BARB (previously JICTAR);
  • JICNARS (Joint Industry Committee for National Readership Surveys) is now defunct, but PAMCo (Publishers Audience Measurement Company) took over from the NRS in January 2016 and will start publishing data as AMP in 2018. We shall thereby have links to the all-important NRS back data.

Geodemographic and Census Data

We have now signed a contract with Content DM, whereby all our data will be online and searchable. Where possible, we will scan it before it goes to HAT. With the help of Barry Leventhal we are amassing a great deal of geodemographic and census material, much of which is already digitised, and this will be searchable on the system.


In the case of books we are scanning the title and contents pages before they go to HAT and already have hundreds of books on social and market research. They include classics such as Stanley Payne’s The art of asking questions first published in 1951 by Princeton University Press and Why do buses come in threes? The hidden mathematics of everyday life by Bob Eastaway and Jeremy Wyndham, with its intriguing chapters on e.g. ‘How many people watch Coronation Street? From potato crisps to snooker balls, from card tricks to insurance, from code-breaking to bus-waiting everything on this book reminds us of the importance of mathematics. It is indicative of the full range of the Archive, which covers the whole gamut of life collected and interpreted by professional researchers.

Who is it for?

This preliminary listing is just like dipping a toe in the water to illustrate the richness of material that is becoming available in this unique archive, which will be available to everyone including research practitioners, academic staff and students, journalists, and even the general public.


The archive could not happen without our army of dedicated volunteers. We are immensely grateful to Sue Nosworthy who organises the wonderful teams of people who go regularly to Harrow to scan the vast amount material stacked in boxes and on marked shelves: Pam Walker; Christine Eborall; Sheila Robinson; Paddy Costigan; Mike Fernie, Kay Garmeson; and Ed Newton.

Led by Bryan Bates, the experienced Content Review Team consisting of Ken Baker, Peter Bartram, Colin McDonald, Jim Rothman and Phyllis Vangelder, has the often difficult task of deciding what goes into the Archive and what does not. Everyone does some cataloguing (always referring to Colin McDonald who has masterminded our system of coding the diverse material).  Felicity Fitzgerald is also helping with cataloguing, and increasingly many of the scanners are doing this too.

More Volunteers Still Needed

We would welcome more volunteers with open arms. AMSR now has daily access to the room at Ipsos MORI during office hours and people are welcome to come regularly or at ad hoc intervals. After a brief training session, the work is straightforward, and they usually work in teams of two or three and break for convivial lunches at a nearby pub or coffee house. The work is not intellectually demanding, but it is satisfying and fun to work with like-minded colleagues on such a worthwhile project. If you would like to join in this, please do contact us via our website.


The Archive has been delighted to receive some 100 learned tomes and a large collection of seminal papers and journals from that wonderful teacher of statistical matters in research, Paul Harris. These are of undying value to anyone concerned to know how MR Statistics should be taught or learned. The size of the collection has put most of his fellow ‘stattos’ to shame, but not to worry too much, — not all of Paul’s exhibits have thumb marks on them!

Contained within the collection is that excellent introductory volume of thoughts on sampling and statistics by Hague and Harris. It is essential reading for all researchers new to, or only lightly acquainted with, the range of sampling techniques, distributions and appropriate significance tests available to the researcher. I am sure readers will be overjoyed to find that this volume is also available in Russian and Swedish, such is the ‘global’ impact of this work. The Collection spans virtually the whole range of tools available for the analysis of data, covering experimental design, a variety of multivariate analysis techniques, an evaluation of various methods of attitude scaling, and papers on individual research sectors e.g. readership research.

All this and Turing too

Perhaps the hidden jewel in the collection is a paper written in the late ’40s by one L. Fox entitled ‘Practical methods for solutions to linear equations’. This somewhat daunting title relates to matrix algebra, the underlying maths behind factor and principal component analysis often used to make sense of and summarise attitude batteries. To our delight we found the paper referred to the work of a certain gentleman named Alan Turing. To help him understand the Turing methodology, Paul attached some handwritten notes in which he is trying to solve some complex mathematical problem using Turing method. Needless to say, nobody has tried to check Paul’s calculations, but we assume Paul cracked the problem – he usually did, bless him.

Thank you so much Paul.


One of our AMSR trustees has recently been honoured by the Marketing Society. Judie Lannon, the founding editor of Market Leader, is now an Honorary Fellow of the Marketing Society. This is announced in Issue 4 of the journal October 2017. We are very grateful that, when she was interviewed for the Journal, she gave our archive a plug. “I’m a trustee of the Archive of Market and Social Research and we’re trying to archive all this wonderful research from the past, from consumer studies to opinion polls, and qualitative research from Peter Cooper’s archive. This ground-breaking work needs to be saved and people will find it has utility”.


Geoff Wicken writes:

Since 1992, football watchers have now become a better reflection of society

25 years on from the establishment of the Premier League and Sky Sports’ live coverage, we’ve seen huge changes to the game at the elite level in particular, driven by revenues flowing in from TV rights.  The sport’s authorities will be happy that interest in the game has grown over this time, and both TV viewers and match-goers have become more representative of the population at large.  More women are following the sport, and older adults are more engaged.  But in parallel with this modernisation some things seem to have disappeared – does anyone still do the football pools?

Numbers watching on TV

The TGI research survey for 2017 reports 19.4 million adults (defined as aged 15 and over) as saying they watch football on TV, up from 14.6 million in 1992.  That may not be a surprise given the volume of football broadcast, but 60% of this growth has comes from women, the number of whom expressing their interest has almost doubled to 6.6 million.  While that doesn’t make for an even gender split, the female audience is now a third of the total rather than a quarter.

Armchair Viewing Profiles

The ageing of the population is also seen in the TV football audience: over 45s now represent 55% of viewers, up from 46% in 1992.   But the converse is the decline in viewing by 15-24 year-olds.  They’re now only 12% of viewers, compared to 19% back in 1992.  A combination of factors that didn’t exist back then is probably at play here: social media didn’t exist, and gaming was in its infancy.  Some are substituting the virtual for the real thing: 15-24s are the biggest players of ‘FIFA’.

Attendance at Matches

Similar demographic shifts have occurred among those going to games: there are more women, more over 45s and fewer 15-24s.  In all, 5.8 million say they have paid to watch a football match during the last 12 months – slightly up from 5.6 million in 1992.  All this increase has come from more women attending: back then, 900,000 reported doing so and now it’s 1.1 million.  That’s still a small proportion – not even 20% of the total – but it is at least a move in a healthy direction.

15-24s are still most likely to have the attendance habit, but from being 30% of match-goers 25 years ago they are now only 19%.  The big growth has been among over 45s, who now make up 44% of paying customers, compared to 28% in 1992.  They may be better able to afford admission prices than younger fans, and probably find stadiums more welcoming nowadays.  Of course, many of today’s over 45s were in their twenties or thirties in 1992 and may have stuck with the game over the years.

Social Grade Profile

Within football grounds, more adults from the AB social grades than DEs are found now.  Some of this change is due to the direction in which the overall population has moved.  ABs now make up 27% of the population and 32% of match-goers; in 1992 they were 18% of both.  For them, just as for the over 45s, greater affluence and a better match experience is a winning combination.

Football Flutters

The football pools are a much smaller part of the football world than they once were.  In the late 1960s, TGI reported 19 million people as ‘doing the pools’: that was 47% of the adult population.  This had fallen to 13 million or 28% by 1992, and now stands at just 1.6 million or 3%.  The National Lottery has largely replaced it as a weekly flutter of course, and almost 6 million now bet specifically on football.  Watford’s half-back from the 1930s, Arthur Woodward, benefitted from a pools’ win in later life and was able to live comfortably from the proceeds.  Such stories are now associated with the EuroMillions.

All in all, the increased interest levels among women and the greater engagement of older adults are positive indicators for football as a sport.  Conversely lower social groups have been drifting away, and the football authorities might do well to think about ways of maintaining the interest of younger adults.


We are still missing the following early issues of the Newsletter and its successor publication, the Research Magazine.  Please check you cupboards and attics!

1966 April, May
1967 May, June, July, August, October, November, December
1968 January, February, March, April, May, June, July, August, September, October, November, December
1969 January, May, June, July, September, November, December
1971 July
1972 September
1974 July, August, December
1976 April
1977 April
1991 May, September, October, November, December
1992 June, October
1993 December
1995 February, July, September, October, December
1996 February, May, August, December
1997 July, September

If you have any of these issues, please do contact …

Phyllis Vangelder (

or Peter Bartram (


Because AMSR is a charity, it is run on strictly structured lines with Adam Phillips as Chairman of the Executive, Liz Nelson as Chairman of the Trustee Board, Ian Brace as Secretary and Raz Khan as Treasurer (and IT guru). There are Committees for Marketing, Finance, Governance and Content and we now have a part-time Administrator Gill Wareing.


Why academics are so enthusiastic about the archive:

“I can take almost any data set and turn it into a story”

Extract from one of Judith Wardle’s interviews with academics about the archive.

Newsletter 7 – June 2017


AMSR has identified various supporter categories and Patrons are very special individuals or organisations who have made outstanding contributions to AMSR, either financially or in other practical ways. We are very proud that Sir Robert Worcester and Geoffrey Roughton have agreed to become our first Founding Gold Patrons.

To any audience of market and social researchers, Bob Worcester needs no introduction. He is also a well-known public figure in British public opinion research and political circles.  He is renowned as an authoritative media commentator, especially about voting intentions in British and American elections.

He founded MORI, then a joint venture of ORC (Opinion Research Corporation) in 1969, becoming the joint owner four years later. Following the sale of MORI to the French research company Ipsos in October 2005, he became Chairman of Ipsos Public Affairs Research Advisory Board and an International Director of the Ipsos Group. Subsequently, in 2007 he became Senior Advisor to Ipsos MORI.

Sir Robert was appointed KBE in 2005 in recognition of ‘outstanding services rendered to political, social and economic research and for contribution to government policy and programmes’.

He has made an outstanding contribution to academic and public life. He was Chancellor of the University of Kent 2007-2014, is an Emeritus Governor of the LSE and Visiting Professor in the Government Department and is also Visiting Professor in the Institute of Contemporary British History at King’s College London and Honorary Professor in the Department of Political and International Studies at Warwick University. Sir Robert is an Honorary Fellow of the LSE and King’s College London and holds six honorary degrees and the Distinguished Graduate Award of the University of Kansas.

He became a Patron of The Market Research Society in 2012.

Among his many public offices he is Deputy Chairman and Trustee of the Magna Carta Trust and chaired the Magna Carta 2015 800th Anniversary Commemoration Committee.

He is closely involved in the county of Kent. He and his wife Margaret live at the 13th century Allington Castle on the River Medway in Kent, and he is a Deputy Lieutenant of the County of Kent.

We are very grateful for the support Sir Robert has given to the Archive, not only financially, but by donating a complete set of British Public Opinion and other valuable archive material. we look forward to his continuing involvement in the work of the Archive.

Geoffrey Roughton was one of the ‘three wise’ people who conceived the Archive, before its current position as an active and vibrant charity. John Downham, Liz Nelson and Geoffrey laid the foundations of AMSR – they were the ‘grandparents’ of the idea  and we are delighted that Geoffrey now becomes comes one of our distinguished Founding Gold Patrons.

Geoffrey’s career in market research began in 1955 with Television Audience Measurement Ltd which started the first metered TV audience measurement service in Europe. He went on to found MAS Research Ltd in 957 (later absorbed into TNS). He was MAS’s Director in charge of The Londoner, which was the first major survey in Britain (and Europe) to be analysed on a computer and then MAS became the first market research company to have its own computer (an IBM 1130) on its own premises. After selling MAS he joined Alan Hendrickson in Pulse Train Ltd in 1986. He went on to become Chairman and CEO of Pulse Train Ltd in 1998 before being joined by Pat Molloy and going on to merge Pulse Train with Confirmit AS in 2007. He is now embarking on a third career as Chief Executive Officer of X-MR.

Geoffrey believes strongly that we have a debt to the next generation of researchers to make them aware of where they are coming from. He says, “We make history by what we do; we pass it to future generations by recording it and making those records readily available…not just for researchers, but society as a whole”.

In addition to his generous financial contribution to the Archive, Geoffrey is responsible for the scanning system given to AMSR by the former shareholders of Pulse Train Ltd in memory of Alan Hendrickson. The material, now being scanned by volunteers before it goes to the HAT, is the bedrock of our Archive collection.


AMSR has been looking for a system to store its content online so that it can be assessed by interested parties. It has now contracted to go with ContentDM provide by OCLC (The Online Computer Library Centre) which is a US ‘not-for-profit organisation ‘dedicated to the public purposes of furthering access to the world’s information and reducing information costs’. The basic principle of the system is to organise our archive into collections. As we have already begun to do this, by having specialist teams within content e.g. geodemographics, qualitative etc. This should not be a problem. Colin McDonald is leading the planning of metadata tags for each collection.


We are very keen for you to provide us with your opinions on the progress, content and usefulness of the archive.  Your opportunity to do this lies in the short questionnaire quickly accessed via this link:  (which incidentally is mobile and tablet compatible).

Researchers are notoriously reluctant to respond to such invitations, but we need your guidance so please take a look and let’s hear from you. (Note: Unless you wish otherwise, your responses will not be traceable to you individually).


We are delighted to announce that Critical Mix is a New Gold Sponsor. This company specialises in online survey research, and it is much appreciated that its Managing Director, Colin Turner-Kerr, has arranged for the company to give its time and skills to organising our questionnaire and facilitating the analysis of its results.


We will always be profoundly grateful to Network Research, and particularly Ginny Monk and her Office Manager Brian Suckling, for the space and support they have given to the Archive throughout its crucial formative months. However, now that we have recruited more volunteers for the digitising and cataloguing tasks, and have collected more books, journals, and other research materials, extra space is undoubtedly needed.

It is therefore much appreciated that Ipsos MORI have now offered us a much larger room on the 7th floor of their Operations Centre in Harrow. At 10ft x 15ft, it is twice the size of our existing room at Network Research and we can have access on five days a week at any time during the working hours of 9-5.

The Ipsos MORI office relaxation area

The Ipsos MORI office relaxation area

The move to these Ipsos MORI offices will take place during June. They are within 400 yards of Harrow-on-the-Hill bus and tube stations, the latter providing an easy journey via the Metropolitan and Jubilee lines from central London.

We are very grateful to Ben Page, Shaun Fisher and Robert O’Neill at Ipsos MORI for making this new space available to the Archive.  But as it finally becomes a fully-stocked and accessible reality, we will always remember and recognise Ginny, Brian and Network Research as being among the first of those who helped to make the Archive happen.


“I think that it the idea of an archive is a good one, given that a meaningful record of the industry is almost completely absent from the business archives. Also, as the industry has been such a touchpoint for so many key aspects of social and commercial life in the UK I would imagine that there are some interesting stories to tell.”

– Extract from interviews with academics conducted by Judith Wardle

“If I hadn’t been a market researcher I would never have written a line”

– Peter Wallis (aka Peter York)

Newsletter 6 – March 2017


Even without the recent disinterment of two fifty-year-old reports, I’d have been greatly in favour of an archive of market and social research.  But because of those two reports, I’m an ardent evangelist.

Many years ago, perhaps in part because past chairman Dr John Treasure had been one of HAT’s founding fathers, J Walter Thompson London committed boxes of its internal memos, research reports and actual advertisements to the custody of the History of Advertising Trust.

At the end of last year, in celebration of HAT’s fortieth birthday, JWT staged an exhibition of some of those archived articles.  Among them were a 1963 report on research done by JWT about Nescafé and another from the same period about credit cards.

In 1963, there were no UK credit cards, and this research suggests why. A clear majority of people disapproved of the whole idea of credit cards.  Though the sample was small, women disapproved more than men and by social class, AB’s (theoretically the group most likely to welcome them) disapproved more than C’s.  In 1963, on that evidence alone, a future for credit cards looked bleak.  Barclays customers disapproved of credit cards more than the customers of other banks.

The Barclaycard was launched in 1966.  Today, it has over 10 million UK customers.

Also in 1963, there was almost universal resistance to the idea of drinking coffee for breakfast.  Coffee was thought of as an upper class, elitist drink.  Ground coffee had great social status, which in part precluded it from being an everyday drink.  Instant coffee was the object of some scorn, being seen as the poor substitute for the real thing which was too exclusive.  Its reputation was not helped by the existence of Camp Coffee, which older readers may remember.  It came in a bottle whose label showed a Gordon Highlander in full uniform and a Sikh soldier sitting down together outside a tent.  Inside the bottle was a brown liquid which consisted of water, sugar, 4% caffeine-free coffee essence, and 26% chicory essence.  You can still find it today.

There were, of course, no coffee bars.

All these thoughts, memories and reflections have been triggered by a few deeply ordinary pages of typescript which, by the grace of God, had been entrusted to the care of HAT.  They contain not just hard data, mapping a couple of markets of just over 50 years ago, valuable though that is.  At least as importantly, they evoke a feeling for those times, informing not just professors of marketing but social historians and novelists and agency planners and creative people.  They shed light on the general:  just how we can be misled by early research into thinking that the new will never become acceptable; and also on the particular: the transformation of this country’s attitude to coffee (and therefore to tea) has been one of recent history’s more significant cultural shifts.

Those ordinary pages of typescript prompted one further thought.  There’s an odd perception that archives appeal only to the more mature amongst us.  And I suppose it’s true that the older we get, the more likely we are to appreciate how valuable an understanding of the past can be in grappling with the problems of the present.  But of course, the older we are, the more likely we are to be able to remember Camp Coffee for ourselves.  It follows that the younger people are, the further away they are from those rich and rewarding past events – both the great events and the revealingly trivial.  And the greater the distance that separates them personally from the past, the greater the value to them of a comprehensive, easily accessible archive.

The birth of AMSR should be greeted not just with polite enthusiasm.  It should be greeted with something approaching joy.  It will inform, delight, inspire and illumine all those who are intelligent enough to use it.


An event for supporters of the AMSR:

The AMSR held a prestigious event for supporters of the AMSR to showcase the Archive on 23 February at the Institute of Practitioners in Advertising (IPA) in Belgrave Square. Despite the best efforts of storm Doris there was an excellent turnout of supporters and volunteers.

Dame Dianne Thompson, President of the MRS and former CEO of Camelot, opened the event by thanking all those companies and individuals that have supported the Archive financially, and those who have donated research materials, as well as talking about Camelot’s use of research.

Dame Dianne was followed by Paul Feldwick, author of The Anatomy of Humbug: How to Think Differently About Advertising. He talked about the relevance of an archive of market and social research not only as a source of historical information about the way our society has changed over the last 70 years, but also as a very relevant source of people working today in marketing and communication about what we have learned, and why the past contains lessons for the future, in spite of a pervasive belief that the rules have changed and what happened in the past is irrelevant. Lessons from the past can only be learned if the records have not been suppressed or destroyed.

Full texts of their talks can be read here:

Dame Diane Thompson: Research at Camelot

Paul Feldwick: This is not Year Zero – how we should think about the past

Ian Brace, the Archive’s Secretary thanked the sponsors who have supported the Archive in the past year. He explained the strategy for the Archive and the different target groups it is intended to serve. Paper records will be held securely at the History of Advertising Trust and the plan is to scan as much of the material as possible and make it available over the internet. Financially, it is secure for the next 2 years, but there will be a need for ongoing financial support to maintain it in the future.

Adam Phillips closed the event by thanking the speakers and the audience for their support. He encouraged them to consider whether they, or their colleagues, would be able to help the Archive locate relevant material. A number of libraries of relevant material have been lost in the recent past, including a unique store of policy research and social history held by the Central Office of Information which seems to have been dispersed when the COI was disbanded. He asked people who thought they might know where suitable material could be found, or who were willing to help in others ways, to contact Gill Wareing at .


Thanks to the generous support of a wide range of individuals and companies the AMSR has reached its fund-raising target for the year 2016-17. This has allowed us to deposit our first batch of content with the History of Advertising Trust who will be managing the Archive.

We would like to thank the following founder sponsors who have generously supported the AMSR in its first year of operation. Without them none of this would be possible:

Founder Platinum Sponsors

John and Mary Goodyear


Founder Gold Sponsors

Chime Insight & Engagement Group


Bryan Bates

Tony Cowling

John Downham

Paul Harris

Liz Nelson

Geoffrey Roughton

Sir Robert Worcester

Founder Silver Sponsors

Cobalt Sky

John Barter

Peter Bartram

Kirsty Fuller

Judie Lannon

Phyllis Macfarlane

Peter Mouncey

Adam Phillips

Cris Tarrant

Founder Friends

Marie Alexander
Frank Macey
Phil Barnard
Colin McDonald
Peter Barton
Peter Menneer
Ruth Betts
Dawn Mitchell
Robin Birn
Don Osborne
Sue and Bill Blyth
Ian Brace
Malcolm Rigg
Martin Callingham
Peter Southgate
Sir Ivor Crewe
Jake Steadman
Rodney Dick
Humphrey Taylor
Felicity Fitzgerald
Phyllis Vangelder
Mervyn Flack
Janet Weitz
Jane Frost
Alistair Whitmore
Gerald Goodhart
Frank Winter
Geoff Gosling
Graham Woodham
Peter Goudge


Sue Nosworthy, whom many of you will remember as UK ESOMAR Representative for many years, is now running the AMSR Volunteer teams. She has a record of those who have already volunteered and will welcome anyone who would like to help.

Volunteers are needed in four main categories:

  • Digital scanning: to join our scanning team, digitising material received at the offices of Network Research near Aldgate. This may entail half a day every two weeks on either Tuesdays or Thursdays.
  • Collecting Archive material: having already collected a lot of core industry journals, newsletters etc, we now need to start finding and collecting more material. For this purpose we are putting together a team to contact individual researchers, research companies, client companies and other research sources to find out what research materials they hold and what they are prepared to donate to the Archive
  • Promoting the Archive: since the Archive will only be successful if it is used,, a separate team will identify potential academic, commercial and media users, finding out what would most interest them and making the value and relevance of the Archive more widely known.
  • Communication with supporters: fundraising will continue at a much lower level than hitherto and will now focus mostly on maintaining relations with existing investors rather than cold selling. So a team to organise this is required, keeping them informed and making sure that they continue with their funding.

Please contact Sue telling her in which area you would like to take part:; tel: 07540 134625.


Does anyone know the whereabouts of Simon Copland, Brian Copland’s son? They had a very valuable collection of books, reports and other data on poster and outdoor research which Phyllis Vangelder catalogued many years ago.  Does this collection still exist and if so, where?

Has anyone got any MRDF or RDF reports they are willing to donate?

The following early issues of Commentary are missing. Has anyone got them?

1, 2, 7, 10, 12

Please let Phyllis know: tel: 020 8904 2019; email:


As always we have to thank all those who continuously support our work. In particular:

Ginny Monk who lets us have space at Network Research

We are most grateful for the gift of a scanner and associated equipment from the former shareholders of Pulse Train Ltd, in memory of Alan Einer Hendrickson (1936 – 1999) whose innovative ideas were central to the development of computers for market research analysis from 1965 onwards; he was an inspirational entrepreneur. A special thank you is also due to Geoffrey Roughton, who has been so generous and skilful in setting up the scanning device at Network Research.

Thank you also to Raz Khan, who is providing a half-way house for materials at Cobalt Sky.

Earlier newsletters will be added to the website in due course. Please check back regularly to catch our latest bulletins, or better still, subscribe to our newsletter at the top of this page – and be among the first to get the latest AMSR news.