Qualitative research into the brand image of Rose's

Date of publication: December 12, 1974

Abstract:

Rose's and JWT have agreed that there is an opportunity to extend the range of new food and drink products marketed under Rose's brand name. These products are intended to be branded strongly in the Rose's idiom and to be developed to complement the strength and value of the Rose's name without detracting from the integrity of the Rose's brand proposition. Several hypotheses about possible extensions have been developed guided by small-scale research. This research was required to check out hypotheses about the brand and its reputation, and to aid in new product development. 


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.

CRAM/Peter Cooper Archive

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