98% Pure Potato: The Origins of Advertising Account Planning

By John Griffiths and Tracey Follows

The story of how account planning began, told by its pioneers

Thursday, 2 February 2017

Article in the Market Research Society Magazine Impact about account planning

And how the UK becomes a global advertising powerhouse and inadvertently creates a qualitative research industry on its way. 98% Pure Potato has told the story of Account Planning but the ramifications went much wider.  Qualitative research was so useful that qual research agencies sprang up to service the demand as more and more agencies introduced planning. This article sketches that story. Enjoy! https://www.research-live.com/article/features/the-birth-of-qualitative-research/id/5017302 

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