Qualitative research on names

Date of publication: October 1, 1971

Abstract:

The aim of this research was to investigate the viability of positioning the Taurus analgesic as a headache specific. The detailed areas of inquiry were: 1) Location of pains and the type of pain. 2) Nature of headaches vis a vis other aches and pains. 3) The causes of pains, including headaches. 4) The treatment of pains, including headaches. 5) Reactions to the concept of a ' Headache Tablet'. 6) Reactions to pack for Beecham Headache Tablet with paracetamol. 7) Assessment of alternative names such as headache remedy, specific, formula, compound, therapy, treatment. 8) Reactions to the concept of a 'Pain Relief Tablet'. 9) Responses to the Beecham Pain Relief Tablet pack. The aim was to understand consumer thinking about pains in general and headache in particular and to compare reactions to the Headache Tablet and Pain Relief Tablet concepts in the light of this thinking.

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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