Carol Adams, whom the New York Times calls “the Betty Crocker of market research”, is a character that National Family Opinion created in the 1940s to appeal to homemakers. NFO was a market survey company.
NFO’s founders, Howard and Clara Trumbull, observed that homemakers were the family members who answered or discarded surveys, according to the International Directory of Company Histories at Encyclopedia.com. Beginning in 1946, Clara Trumbull developed the Carol Adams name to use in panels, newsletters and surveys. The character was successful, producing up to a 98 percent response rate.
As a successful brand, Carol Adams continues to provide surveys long after the original company is gone. NFO was acquired by Taylor Nelson Sofries, as reported by The Guardian. TNS then became part of WPP plc, according to Adweek. The name was changed to Kantar Media. MySurvey.com, through Lightspeed GMI, is also part of WPP plc., notes the MySurvey.com About page.