Research on Fine Fare imagery and advertising slogan for C.D.P. Ltd. on behalf of Fine Fare Ltd.

Date of publication: July 21, 1973


Previous research indicated that Fine Fare had a dual character, the different images developing from how it was seen from the outside as opposed to the inside. Overall, however, it seemed to have potential as a middle option between the extremes of bargain shopping typified by Tesco and Pricerite outlets and the quality and luxury pole typified by Safeway and Marks and Spencer. Further research was suggested in order to quantify and extend this exploratory data, including specific areas such as own- labels and the purchase of meat, vegetables, and confectionery in supermarkets.

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


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