The final section from chapter 1 the context setting chapter of 98% Pure Potato. A review of the factors which led to account planning coming out of London. It was surprising that it did. Business, marketing, market research, advertising all came from America - but it was British contrarian ness which challenged the norms of how American influenced advertising was made and how its effects were understood.

This last section from chapter 1 includes a special bonus if you are still listening. A coda NOT in the book about the democratisation of qualitative research and the way ordinary people were brought inside the development process.