Psychological of sheets

Date of publication: May 8, 1975


Steada wishes to strengthen its position in the branded sector of the market by making the Steada brand into a much stronger entity. Therefore, a small scale qualitative study was required as the first step in this direction. Its purpose was to give a greater understanding of the consumer psychology of sheets so that the communication concepts behind Steada promotion are relevant and meaningful to a sizeable segment of consumers. In addition, the research was required to explore consumer attitudes towards a number of branded fibers in which Steada are particularly interested and to evaluate a number of communication concepts which Cogent Elliott have already developed.

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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