Qualitative research on the addition of vitamins to Horlicks

Date of publication: May 1, 1971


It is intended to add vitamins in order to promote Horlicks with vitamins in overseas markets. The objectives of the research reported here are to determine whether the added vitamin content should be used in promoting and advertising Horlicks in the United Kingdom. The specific objectives of the research were to examine: 1. Responses to the notion of adding vitamins to Horlicks of heavy Horlick users. 2. The perceived relationship between vitamins and Horlicks with particular reference to the sleep connotations of Horlicks. 3. The effect of stating the vitamin content of Horlicks in relation to its 'magical', 'mystical' image amongst regular Horlick users. 4. Attitudes towards vitamins in general and to other product claims of added vitamins.

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.

  • PDF
  • This could also be of interest