Opinion polls, it could be said, are the descendants of Mass Observation. This was a non-academic social survey started in 1936 by three people. Tom Harrisson was an anthropologist who had turned his attention from the tribes of the South Pacific to the habits of the people at home. He employed investigators to observe the citizens of Bolton as they went about their daily business. Charles Madge, a radical poet, and Humphrey Jennings, the film-maker, at about the same time and unknown to Harrisson were planning a scientific survey of ordinary people’s lives. This was to be conducted by means of sending out detailed questionnaires to a host of volunteers about their habits and possessions, their attitudes and opinions. Recognising a similarity of purpose, the three joined forces and named the enterprise Mass Observation.

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