Market research has a rich history, extending back further than many might realize. Its evolution is a topic of great importance and interest at Focus Insite. The advanced market research methods we employ today have their origins in practices developed long before the advent of the internet.
Let’s journey nearly a century back to the 1920s to explore the early days of market research.
The Inception of Market Research in the 1920s Market research, as a formal practice, arguably began in the 1920s with psychologist Daniel Starch’s innovative Starch Test. This survey was designed to evaluate the effectiveness of newspaper advertisements. Starch and his team would engage with people on the streets, inquiring about their recollection of newspaper ads. The aim was to assess ad recall and effectiveness in making a lasting impression on the audience.
Advancements in the 1930s The 1930s witnessed the introduction of the aided recall method, pioneered by George Gallup, founder of Gallup Inc. Gallup’s technique involved asking individuals about their memories of advertisements without showing them the ads again. This approach provided insights into the memorability of various ad elements. Gallup’s work extended beyond market research into political polling, with the Gallup poll famously used to predict U.S. election outcomes.
The Emergence of Focus Groups in the 1940s and 1950s By the 1940s, market research had been in practice for two decades, but it was during this period that focus groups began to take shape. Paul Lazarsfeld and Robert Merton are credited with this innovation, which emerged alongside the rise in consumerism post-World War II. Initially, focus groups were used to evaluate public opinion on wartime propaganda.
This era also saw the birth of motivational research, developed by Ernest Dichter. Drawing on Freudian psychology, this method helped researchers delve into consumer attitudes toward brands and products. This qualitative approach, along with in-depth interviews, provided a deeper understanding of consumer thoughts and feelings, supplementing the quantitative data that had previously dominated the field.
The historical development of market research has been a journey of continuous innovation and adaptation. At Focus Insite, we honor this legacy by employing a blend of traditional and contemporary methods in our research. If you’re looking for a market research partner that combines historical insights with modern techniques, Focus Insite is ready to assist. For expert recruitment services, contact us at bids@focusinsite.com and let us find the right people for your study.
