The Archive of Market and Social Research

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Whoever controls the media controls the mind

Whoever controls the media controls the mind

Oct 14, 2025 | in-depth essay

Sheila Byfield Sheila Byfield worked in the media industry for 43 years. Her final role was global Head of Insights and Research at Minsdhare where she managed both industry and proprietary research. She has been a frequent speaker on industry platforms and has a wide...
What happened to Homebase?

What happened to Homebase?

Oct 10, 2025 | Stories

Homebase featured on our High Streets (or more often Retail Parks) for over 40 years, but the name has now disappeared. The BBC Radio 4 programme: Toast covered Homebase recently:  Sliced Bread – Toast – Homebase – BBC Sounds  AMSR can track the...
Did market research save Jilly Cooper’s career?

Did market research save Jilly Cooper’s career?

Oct 8, 2025 | Stories

The news of the sad death of Jilly Cooper brings to mind the report in the Archive on the Sunday Times and other quality newspaper circulation trends in the sixties. This was illustrated by a hand-drawn chart, as this was before the invention of Powerpoint. As can be...
How has Guinness kept its brand fresh for over 25 years?

How has Guinness kept its brand fresh for over 25 years?

Sep 29, 2025 | Stories

When a brand exists in different formats, its owners can apply portfolio management to maximise its fortunes. Examining user patterns for Guinness over a 25-year period, using TGI data held within AMSR, illustrates this perfectly. Guinness has several formats:...