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