Viewpoint: Making the case for context – Creating value from market research history

This article examines the history of the market research sector and how it can provide value. There is increasing interest in the history of market research in the UK.

There is an emerging interest in the history of market research in the United Kingdom, as seen by the creation of the Archive of Market and Social Research (AMSR—www.amsr.org.uk). Although the archive is at an early stage, its rapid development

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