contemporary pollsters such as Henry Durant of the British Institute of Public Opinion, gained a reputation as an expert authority on market research and mass communication techniques in Britain, and published widely in academic journals as well as newspapers and the popular press. Two of his most influential market research reports coined the phrase 'teenage consumer', drawing attention to the new significance of a rapidly expanding youth market for products and advertising. Abrams was one of the founding members of the Market Research Society and an advisor of the Consumers' Association. Research Services Ltd. (later known as RSL) was one of the founder companies of Ipsos MORI. From the mid-1950s Abrams became closely connected with the Labour Party and carried out many of their private opinion polls, first with the modernisers in the party aligned with Hugh Gaitskell and then Harold Wilson, for whom he worked on the development of Labour's publicity campaign for the 1964 general election. Abrams left his chairmanship of Research Services Limited in 1970 to become Director of the Survey Research Unit at the Social Science Research Council, under Michael Young. Between 1971 and 1975 he worked on the 'Quality of Life in Britain' surveys, which included the innovative use of 'subjective social indicators' to track perceptions of social change. Between 1976–1985, Abrams was Research Director at the Age Concern Institute of Gerontology, King's College London, where he undertook studies of living standards among people aged 65 and over. He was also Vice-President of the Policy Studies Institute between 1978 and 1994. Publications Money and a Changing Civilisation (London: John Lane, 1934) The Population of Great Britain (London: Allen & Unwin, 1945) The Condition of the British People, 1911–1945 (London: Gollancz, 1946) Social Surveys and Social Action (London: Heinemann, 1951) The Teenage Consumer (London: London Press Exchange, 1959) Must Labour Lose? (Harmondsworth: Penguin, 1960), with Richard Rose and Rita Hinden The Newspaper Reading Public of Tomorrow (London: Odhams, 1964) Beyond Three Score and Ten (Mitcham: Age Concern, 1980) People in Their Sixties (Mitcham: Age Concern, 1983) Values and Social Change in Britain (Basingstoke: Palgrave Macmillan, 1985), with David Gerard and Noel Timms (eds.) References External links The Papers of Mark Abrams held at the Churchill Archives Centre Mark Abrams's entry in Who's Who An interview with Mark Abrams Mark Abrams Prize (1986–2005) 1906 births 1994 deaths Alumni of the London School of Economics English Jews English