The Archive of Market and Social Research (AMSR) has been created to help properly catalogue many materials tracing the development of the industry so that they are not lost as digital takes over.

The AMSR is collaborating with the History of Advertising Trust, which will be housing the archive and making the records available to the public. The charity is already collecting records, both physical and digital, all of which need to be assessed and collated. 

AMSR is appealing for those within the sector to alert them to historical material which deserves archiving for the future. As the pioneers of market and social research are now in their 90s the need to document the early years of this unique sector is becoming urgent.

Jane Frost, CEO of MRS, said: “The UK has led the world in market and social research from the beginning. Many will be familiar with the Mass-Observation project which pioneered social research during the Second World War and inspired Victoria’s Wood’s ITV drama Housewife, 49. It’s amazing resources like this we need to protect.

“MRS is asking the entire research community to come together and get involved, either by contributing historic materials or supporting the archive financially.  Preserving our history is immensely important.”

Liz Nelson, the charity’s chair and one of the original driving forces behind TNS added: “This is not just the history of a new industry which now plays a vital role in the British economy, it’s part of our cultural history too. 

“Market and social research has charted the evolution of our society and its attitudes, playing a vital role in areas from advertising to public policy. It’s vital we try to capture everything we can.”