Qualitative research on Silvikrin television commercials

Date of publication: August 1, 1970


The research was designed to establish whether Silvikrin gains by moving from the traditional territory into more realistic, modern areas. More specifically, the objectives were: 1. To discover which of the three commercials effectively brands Silvikrin; 2. Which commercial best conveys the New Naturals as a concept and as 3 range of shampoos; 3. To determine the level of interest and involvement with the girls in the films and how this affects perceptions of Silvikrin; 4. To assess whether any of the commercials create a new image for Silvikrin, and whether the image is desirable; 5. To discover if there ore any gross negatives o treatment or basic design.

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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