Qualitative research on name development for Stronghold

Date of publication: March 9, 1974


Qualitative research conducted in October and November 1973 by CRAM suggested that there is a gap in the market for a home deodorizer product. This product should ideally be positioned as having multi-household use, and should be differentiated from other ordinary smell-masking air fresheners. The research indicated that the brand name 'Sterol' was the most appropriate. Unfortunately, this name could not be adopted, and hence the name 'Steralin' has been proposed as a suitable alternative. The present report gives an account of qualitative research into the suitability of the name 'Steralin', both from the point of view of its intrinsic acceptability and in terms of its compatibility with the product proposition. 

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

Research Reports

Research Reports

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