Report on qualitative research on deodorant concepts

Date of publication: March 1, 1973

Abstract:

The research was required to assist in deciding between various approaches for the promotion of a newly-developed deodorant in either Roll-on or Aerosol form or both. The research was required both to provide some background understanding of the market and to explore promotional approaches in terms of concepts, names and packs. The product is being developed to include twice as much active ingredient; the technical difficulties have been met so far as the roll-on was concerned and incorporated in a newly-designed container but not entirely overcome in the case of the Aerosol. The detailed objectives are covered by the need to examine a number of specific concepts against the background of current attitudes and usage patterns. 


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.

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