Entrepreneurial Studies

Primary sources for the study of market research, consumerism, business and advertising in America. Explore trade cards, photographs, catalogues and marketing material, plus market research reports, pilot studies and letters through the study of American consumer culture.

Each commodity is documented through a range of manuscript materials, maps, posters, paintings, photographs, ephemera, objects and rare books. Database tracks 15 specific commodities: chocolate, coffee, cotton, fur, oil, opium, porcelain, silver & gold, spices, sugar, tea, timber, tobacco, wheat, wine & spirits.

The J. Walter Thompson Company Archives stand alone as the most complete and informative record of the history of modern advertising. The records of this pioneering agency document the research and creative processes behind the creation of advertisements, including many of the world’s biggest and best-known brands. The records also offer an evolving insider account of life within an advertising agency throughout the twentieth century, documenting changes such as the growing role of women in the industry.

Provides a insight into the American consumer boom of the mid-20th century through access to the complete market research reports of Ernest Dichter, consumer analyst and market research pioneer. The collection contains information on some familiar American brands, containing reports commissioned by companies such as Philip Morris, Chrysler, Exxon and CBS on consumer goods ranging from tobacco and broadcasting to cars and hotels.