Market Research & American Business 1935-1965 project values the ability to reuse scholary work. The website’s main work involves recovering and reusing old scholarly work from past market research studies so later generations can study the discipline’s true beginnings.

The digital humanities value of experimentation overlaps with the project.  Digital humanities classify “experimentation” as exploring and applying new tools and methods in digital humanities, encouraging creative problem-solving and innovation and learning from failures, and making new approaches