Seeing the Bigger Picture: Why Market Research History Matters?

Abstract

Market researchers and the market research industry more generally have paid little attention to the history of market research. This inattention to the past has not only resulted in a significant gap in our knowledge of market research and history more generally, it has also obscured the benefits that can be derived from an understanding of history. Using letters, reports and survey contained in the Ashby Research Service archive at the State Library of New South Wales in Australia, this article seeks to illustrate the benefits to be derived from undertaking historical research on market research and those involved in the market research business. By examining some of the cultural factors informing market research business practices and the ways that the marketing and the media industries have interacted with market researchers, this article not only takes step in addressing the gap in our knowledge of market research history, it also demonstrates the relevance and importance of market research history for business and marketing historians and, indeed, market research scholars and practitioners.