The presentation focuses on the role of market research – as a practice, knowledge, and industry – in the constant making and re-making of markets. Particularly, I study the industry in Sweden in the 1980s and 1990s, but I also connect the Swedish case to international developments through material from the organization Esomar (European Society for Opinion and Marketing Research, founded in 1947). The argument that I'm developing revolves around the justification (Boltanski & Chiapello, 2005) of the industry and its knowledge and practices in a period when a market logic became imperative in large parts of society. This research is part of a 3–year postdoc project entitled "The market makers: advertising and the socio-economic transformation of Sweden 1970–2000".
Elin Åström Rudberg is postdoctoral researcher in economic history at Stockholm University and also coordinator in the research program Neoliberalism in the Nordics based at Uppsala University in Sweden. She is currently working on a research project about the role of the advertising and marketing industry in the making and re-making of markets in the neoliberal era. She earned her PhD from Stockholm School of Economics in 2019 and she has published her research in, for example, Enterprise and Society, Business History and Journal of Historical Research in Marketing.