Toothpaste and dental care in the family context

Date of publication: May 1, 1974


A major reappraisal of the Toothpaste market is being conducted by Beechams in relation to a projected re-launch of Macleans in 1975. As part of this reappraisal, research was required to examine behaviour and attitudes towards dental care and toothpaste brands in the family context.  The research was required:

1. To determine the differing attitudes of family members towards dental care and towards the purchase and usage of toothpaste;

2. To determine the extent to which the person buying toothpaste is directly or indirectly affected by the attitudes or behaviour of other family members;

3. To isolate the factors by which brands are differentiated with special reference to the positioning of two alternatives Maclean brands in the future. 

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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