A collaboration with the University of Leeds Memory Group which encouraged people to upload their memories of how the Beatles shaped people’s lives to understand what kind of role do the Beatles and their music play in our personal histories and how this helps increase our understanding of human memory. There were nearly 3,000 responses from people ranging from 17 to 87, though most people fell within the 55 to 65 age range, having been teenagers in the 1960s when the Beatles were together. Results were published in Observer, the journal of the Association for Psychological Science.