Report on qualitative research on Blue Riband commercials

Date of publication: February 1, 1971


Two new 15-second commercials have been prepared for Blue Riband by Ogilvy and Mather. These are called "Tandem" and "Car Park". The objectives of the research were: 1. To discover what respondents think is being communicated by the commercial. 2. To discover whether the message is: (a) relevant to consumers; (b) whether it is being communicated adequately by the commercials. 3. To examine respondents' understanding of the scenes. 4. To discover whether the enjoyment of eating Blue Riband does come over from the commercial. 5. To see whether these commercials are seen as an extension of the existing commercials or as new and different. 6. To assess consumer evaluations of 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


This is a long description of some author details.

Research Reports

Research Reports

Research Reports

  • PDF
  • This could also be of interest