Abstract:

The objectives of this research were:

1. To find out respondents' brand preferences and reasons for selecting a particular brand of tissues;

2. To look at preferences in pack sizes and reasons for these preferences, probing the relative importance of such factors as expenditure involved, usages, etc;

3. To discover the relative perceived advantages and disadvantages of buying regular (lOO) as opposed to the economy pack of tissues;

4. To obtain responses to the existing pack design and to the two new designs, and to look at the communication of the product as presented by the packs;

5. To check interest in the idea of a wall fitting and to obtain reactions to two versions of the holder;

6. To find out whether and how much respondents were willing to pay for each type of holder;

7. to assess the appeal of a free-holder;

8. To determine the appeal, amongst 'regular' tissue pack purchasers, of a family pack;

9. To assess the appeal, amongst man-size tissue purchasers, of an economy pack.

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.