Qualitative research on two weekend assortment storyboards

Date of publication: January 8, 1971

Abstract:

McCann Erickson has produced two new outlines of 15-second commercials for the advertising of Week-End Assortment: Wedding & Chauffeur. The objectives of this research were to investigate: 1. Consumer understanding of the main message of the commercials and the meaning of that message to them. 2. The appropriateness of the commercials to images and attitudes held about Week-End in particular and assortments generally. 3. The role of Week-End in the total spectrum of the boxed assortment/chocolate market. 4. The clarity and quality with which the brand name and the individual sweets mentioned are portrayed in the commercials. 5 . Responses to the level and type of humor used. 6. Any specific negatives arising in the commercials.

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

Author

This is a long description of some author details.

This could also be of interest:

Research Reports

Research Reports

Research Reports

  • PDF