Qualitative research on ENO in Jamaica

Date of publication: September 1, 1971

Abstract:

Eno is the minor saline brand in Jamaica, subordinate to Andrews. The general objectives of this research were to explore opportunities for promoting Eno in a 'unique' way rather than confronting Andrews directly. The approaches researched were 'Hot Sun' (2 versions - 'Refreshing' and 'Refreshing with tonic properties') and 'Heat' (based on approaches used in the Far East, using the concept of internal heat). A further approach was 'The Upsetters' which attempts to segment the market for hang-over and indigestion in a dramatic way. These four approaches were available on tape. In conjunction with the advertising approaches, three new pack designs were available, (bottle and sachet).

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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