Peter Mouncey

This book review looks at “The butcher, the baker, the candlestick maker”, by Roger Hutchinson. The book is not an academic treatise but rather a story about the development of British society as seen through census records. It highlights interesting facets of British society such as the fact that early censuses were inaccurate and many records were lost, and that a large proportion of emigrants to the outer Empire eventually returned to Britain. The census covers a period of some of the greatest change in British social and political history. Despite being non-academic, the book demonstrates the unique value of the census for market researchers and the use of storytelling helps communicate the key findings.

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