Attitudinal research for C.W.S Bakery Group

Date of publication: June 1, 1970

Abstract:

The C.W.S. Bakery Group is considering effecting changes to its product pack designs. As a preliminary to evaluating any proposals in the design field, it is considered that much more attitudinal information is required in order to determine the Coop's present image as a confectioner as perceived by consumers. This research design is proposed to generate attitudinal information related to the images of confectioners in general and the Coop in particular, and to investigate consumer attitudes towards the advertising and packaging of cakes. In this way, it is expected that significant concepts relating to the purchase of cakes may be identified together with any strengths and weaknesses that may be perceived in the Coop's current operations as a confectionery.

About this collection:
Peter Cooper (1936-2010) was co-founder of Cooper Research & Marketing, later CRAM International, with his wife Jackie French. Cooper studied Clinical Psychology at the University of Manchester where he became a Lecturer in the early 1960s. He became involved in conducting commercial Motivational Research and by 1968 opened Cooper Research & Marketing in Manchester. Cooper was one of the key pioneers of what we now know as Qualitative Research. CRAM opened its London office in Wimpole Street in 1970 and moved to 53 St Martins Lane, WC2N 4EA, in 1972 where it remained until Peter's passing in 2010. The company changed its name to CRAM International in around 1985/86, reflecting the increasingly international nature of its work. The CRAM/Peter Cooper Archive Collection, which includes commercial research reports and early academic papers, has been preserved by Peter's children, Diana, Helen and Jonathan, and his colleague Simon Patterson. The scanning of the Archive has been supported by ESOMAR, AMSR, Peter's colleague Dr Alan Branthwaite & family, the Cooper family, and QRi Consulting. The CRAM/Peter Cooper Archive Collection is managed by QRi Consulting. The CRAM logo and CRAM International name are Registered Trademarks and the property of QRi Consulting.

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