Exclusive member discount on '98% Pure Potato'
11 August 2016

Written by John Griffiths and futurist Tracey Follows this book shows how research was applied to create great advertising and to build powerful brands.

'98% Pure Potato' tells the story about the start of account planning in British advertising agencies in the 1960s and 1970s. If you know your UK research history you will know the role played by advertising agencies in starting the research industry and the way in which even government research depended on key individuals who moved to and from the private sector. And how with the invention of account planning - qualitative research moved from being the preserve of academics and psychotherapists to being an industry in its own right which allowed the rapid development of customer driven marketing and advertising which propelled British ads and advertising to being a global phenomenon. 

Based on over 30 interviews with practitioners and expert witnesses '98% Pure Potato' tells the story of how it happened and what made planning such an effective business tool. Written by John Griffiths longstanding MRS member and award winner and the futurist Tracey Follows former chair of the Account Planning Group this book shows how research was applied to create great advertising and to build powerful brands. We are delighted to be able to offer '98% Pure Potato' for a limited time at a discount to Market Research Society members.

Customers can buy '98% Pure Potato' by John Griffiths and Tracey Follows for the special price of £20 (20% discount - £25 RRP) including free UK P&P. 

To order please call 01206 255 800 and quote the reference ‘MRS0816'

Click here and use the same code to get £5 (50%) off the ebook