The Denovo tyre and the female role in decision-making about cars

Date of publication: April 3, 1974


In promoting the Denovo tyre, consideration is being given to highlight the importance of the female motorists' point-of-view. The research was required to obtain some preliminary understanding of the influence of the woman motorist on the purchase of cars, more particularly the specifying of options and accessories and with especial reference to tyres. Since the research was required as a preliminary inquiry, the area of investigation was intentionally unrestricted. The present report is intended more as a guide through the data than an inclusive review since the amount of information on any aspect of car purchasing and ownership as necessarily limited. 

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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