Qualitative research on Silvikrin shampoo press campaign

Date of publication: September 1, 1970


Four new advertisements are being developed for the Silvikrin Shampoo Press Campaign. These advertisements are similar to the previous ones in so far as each one will mention the range of natural shampoos but emphasize an individual type both pictorially and in the copy. This research is concerned with an advertisement for Lemon & Lime Shampoo. The objectives of this research were to investigate: 1. General attitudes to the advertisement; 2. Initial reactions to, and understanding of it; 3. What is understood from the copy; 4.The awareness of the 'New Natural Range'; 5. The extent to which this advertisement for an individual hair type appeals to those with different hair conditions.

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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