Qualitative research on Black Magic press advertising

Date of publication: May 1, 1974


The research was required in order to:

1. To establish reactions amongst all classes to the idea of the campaign as a whole, in color and black and white, and the probability of it appearing in 'up' and 'down' class media;

2. To look specifically at the reactions of users of Black Magic to the theme and their subjects, probing their comprehension and interest, and the contribution it makes to Black Magic imagery;

3. To examine, as far as possible in qualitative research, the response of the users to the idea of Black Magic being advertised in down-class media;

4. To explore effects on responses of Black and White treatments as opposed to Colour. 

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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Research Reports

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Research Reports

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