About this Database

Market research reports and supporting documents of Ernest Dichter, a consumer analyst and market research pioneer. The work of Dichter and his Institute for Motivational Research provided the building blocks for many of the great campaigns of advertising's golden age - including Exxon's famous "put a tiger in your tank" campaign and the slogan "bet you can't just eat one" for Frito-Lays - as well as facilitating the successful introduction of Mattel's Barbie Doll.