This series encompasses the research conducted by the Research Department from 1929 to the 1990s. The Research Department often gathered and evaluated consumers’ opinions of BBDO client’s products, program-rating data, and the effectiveness of advertising in all major media outlets. This research was completed to provide information on the most efficient way to reach the market. The series is comprised of three subseries: Internal files, Marketing research reports, and Subject files.

The Internal files subseries contain material created and used within the Research Department. This includes internal research bulletins, information about the Research Department, reports and memorandum, research history, research techniques and services, and radio and TV research materials.

The Marketing research reports are various studies BBDO completed to help clients. Most date from the mid-1970s to the early 1990s. They encompass a wide variety of areas, including food, consumables, fashion, and home goods. A few more specific examples that appear multiple times include cosmetics, pasta, frozen foods, disposable diapers, auto market, and alcohol.

The Subject files subseries contain files maintained by the department on a variety of advertising topics. This includes BBDO publications, advertising and commercial testing, consumer behavior and attitudes, DEMON, marketing strategies, miscellaneous research materials, and the broad range of studies organized by the department. DEMON [Decision Mapping via Optimum Go-No Networks) is a management planning and decision system for the introduction of new products. DEMON planning refers to the examination of the maximum profit prospects of a wide variety of marketing plans.