For a country that has only 1 per cent of the world's population, about 3 per cent of the world economy (as measured by GDP) and some 5 per cent of the world's advertising spend, Britain has almost 10 per cent of the ten billion dollar world-wide market research market. International research is the fastest growing (over 20% p.a.) component of total research spend through UK agencies, and the domestic market currently outperforms most other sectors of the UK economy (with continuing growth rates of between 8% and 10% p.a., compared to around 2% for the economy as a whole).

This phenomenal rise in international dominance in only half a century is reflected in the numbers of people involved. From 23 individuals who met on 5th November 1946 and started a luncheon club, The Market Research Society (the professional association of individuals working in the industry) now has nearly 7,000 members. The 1948/9 total annual income of the MRS was just £345. Now it is £2.6 million.

Published to coincide with and celebrate the 50th Anniversary of the British Market Research Society, this book charts the growth, development and influence of market research since 1945.

In doing so, it provides insight into the radical changes in British society over the last fifty years: the move from a more traditional, structured society and production-led economy reigning in the early post-war years, through to today's consumer-driven economy and a society that is more complex, less stratified, more individualistic and (a challenge to researchers) less predictable.

Market research has itself been a major factor in helping to influence, shape and bring about these changes. It has been the principal means of enabling people's wants and needs to be perceived, understood, and taken into account by businesses and policy-makers, thus contributing to a more efficient, more democratic and more satisfying society.

Today there are few manufacturing companies, or retailers, media houses or advertising agencies, government departments, public bodies or academic institutions which do not integrate research into their decision-making processes. It is not just confined to 'markets': corporate activities, services as well as goods, health, housing, employment and other social needs; the planning of our towns and cities; the financial world, the arts, sports and leisure pursuits; indeed everything that affects people's lives as citizens or families can be and is touched in some way by what we know as 'market research'.

That is why this story is so fascinating and instructive, not just for marketing, advertising and research professionals and public policy makers for whom it is essential reading, but for any thinking person seeking to understand the contribution research has made in helping to describe, mould, influence and change the world we live in.