Abstract:

Consideration is being given to the defence of the Silk Cut franchise against possible competitive brands offering more taste within a low tar product. Previous research suggests that the idea of such a cigarette arouses doubts about its feasibility although these doubts can be overcome by the actual experience of 'flavoured' products. The research was required to examine whether a defence if Silk Cut could take the form of a Silk Cut brand which was not a direct line-extension but still within the Silk Cut theme or whether it would require a non-Silk Cut brand; and to what extent a product designed to give more flavour and satisfaction would still be compatible with Silk Cut. 

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.