Commercial testing: Car batteries

Date of publication: July 1, 1970


The aim of this research was to examine reactions to a new commercial for Exide batteries and to elicit any specific negatives perceived in the commercial. More specifically: 1. To determine the perceived communication of the commercial; 2. To determine what are the perceived advantages of Exide batteries illustrated by the commercial; 3. To elicit specific negative and positive elements in the commercial; 4. To elicit opinions on the test that was carried out on the battery; 5. To obtain reactions to the caption, 'filmed under the supervision of the A.A'; 6. To determine the recall of the price of the batteries given in the commercial; 7. To assess respondents willingness to buy an Exide battery after seeing the new commercial.

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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