Report on qualitative research on Silvikrin advertising

Date of publication: December 3, 1973

Abstract:

It is planned to relaunch Silvikrin shampoo and hairspray in January 1973 on a conditioning platform as new Silvik reconditioning shampoo and hairspray. It is also planned to establish a common Silvikrin haircare range identity. The objectives of the research reported here were:

1. To evaluate which of the three approaches best communicates the overall advertising objectives stated above;

2. To assess the understanding and acceptance of the intrinsic idea in each approach by all respondents - in particular by the target group;

3 . To explore consumer reactions to and the relevance of the different summary positioning statements within each approach. 


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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