Research report on body lotion

Date of publication: January 11, 1974

Abstract:

Richardson Merrill has the license to produce HTH, a Swedish hand and body lotion, in this country. In Sweden, the product is sold on a strong medical platform. Four concepts have been produced using elements of the information used in Sweden in order to:

1. Ascertain which elements of the concepts were appealing and comprehensible and which were not;

2. Compare these concepts with those of other body moisturizers in terms of perceived claims, uniqueness, superiority, etc;

3. Discover perceived uses of HTH;

4. Discover what the consumer is looking for in the ideal moisturizer, and learn more about basic attitudes to skincare and usage habits;

5. Evaluate reactions to trademark candidates;

6. Evaluate awareness of and attitudes to perceived similar brands. 


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.

  • PDF
  • This could also be of interest