Market Research & American Business is a digital project that was designed to give creditable insight into the American consumer boom in the mid-20th century. The project includes the best-known American brands and thousands of reports. The project aims to give marketing researchers knowledge on consumer culture, business, advertising, marketing, and buyer psychology. The project is very diverse and approaches other academic disciplines as well, like art and psychology.

This collection will provide researchers of consumer culture, business, advertising, marketing and psychology with a wealth of documentation. The wide variety of industries featured will allow for diverse – and multilateral – approaches from a range of academic disciplines.

A great example of their archives is, a market research Prospal on the shampoo market back in 1961. The document was titled, “A psychologically oriented consumer research program on the shampoo market”

The goal proposal

• major appeals to be related to the consumers motivation system and personality pattern
• isolate and specify the appropriate symbolism that may be used to communicate basic appeals from the research
• explore possibility of dining appeals for various existing shampoos that have not been exploited and offering potentialities

The archieve when on to dicuss other important things the market reserching wanted to later discover, like brand choice, what the consumer thinks the word “shampoo” means and brand loytaly.

This could be very useful for market reserchers who are also trying to create a market resercher plan for a shampoo company and wanted to see questions and critical thinking that happened in the 1960s when the hair product industry was at a all time high.