Qualitative research on economy peas packaging

Date of publication: June 3, 1974


Previous concept research had confirmed beliefs that cheaper peas from Birds Eye were appealing. Of the impressions researched, 'Economy Peas ' appeared to attract ' Switchers' whilst having minimal appeal to 'Loyalists' , and also had clarity of communication. Three pack designs based on 'Economy Peas' were produced for research in mock-up 'real' packs. The research objectives were:

1. To determine the pack design which best meets the design objectives;

2. To ensure that the best design remains best when seen in the context of other Birds Eye pea packs;

3. To see whether the addition of a statement 'good peas at a practical price' enhances economy communication. (Concept research indicated that some reassurance that the pea quality is not poor might be needed). 

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


This is a long description of some author details.

Research Reports

Research Reports

Research Reports

  • PDF
  • This could also be of interest