FEATURE2 February 2017

The birth of qualitative research

x All content on Research Live and in Impact magazine is editorially independent from sponsorship or other commercial arrangements.
Find out more about advertising and sponsorship.

Features Impact UK

In 98% Pure Potato, John Griffiths and Tracey Follows describe how Britain became a global advertising power after the democratisation of qualitative research and the invention of account planning in 1960s London.

In the 1920s, advertising agencies introduced and developed market research in the UK. As clients built their teams of research interviewers to support national distribution and sales in stores, advertising agencies ran the marketing function on their behalf, ...