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Research reports

Qualitative research on Sweet Home development

Earlier market positioning research by CRAM on StrongholdAerosol Spray Disinfectant indicated that a particularaspect of Sweet Home, i.e. the soft furnishings use appearedto be a viable positioning for the product in its...

Catalogue: CRAM/Peter Cooper Archive Collection
Author: CRAM/Peter Cooper Archive
December 1, 1974

Research reports

Qualitative research on economy peas packaging

Previous concept research had confirmed beliefs thatcheaper peas from Birds Eye were appealing. Of theimpressions researched, 'Economy Peas ' appeared toattract ' Switchers' whilst having minimal appeal to'Loyalists' , and also had clarity of...

Catalogue: CRAM/Peter Cooper Archive Collection
Author: CRAM/Peter Cooper Archive
June 3, 1974

Research reports

VIM advertising research

The general objectives were to assess in qualitativeterms which concept and concepts appeared to be mostlikely to reinforce loyalties to Vim and to attract womenundecided between Vim and Ajax.More specifically, the objectives were:1. To examine...

Catalogue: CRAM/Peter Cooper Archive Collection
Author: CRAM/Peter Cooper Archive
February 19, 1975

Research reports

Qualitative research on Belladonna

Licensing difficulties made use of the name Della Francescaimpossible, and a subsequent piece of research showed thenames Carrissimo and Belladonna were unsuitable because of theirhigh association with other products. Further research wasrequired to...

Catalogue: CRAM/Peter Cooper Archive Collection
Author: CRAM/Peter Cooper Archive
December 16, 1974

Research reports

Qualitative research on Project Jupiter

Project 'Jupiter' is a pseudo-alcoholic (2% level) softdrink for the 12-15 year-old market. These concepts were available as pulse slides, packs, andproduct descriptions. The general purpose of this research was to test theseconcepts prior to the...

Catalogue: CRAM/Peter Cooper Archive Collection
Author: CRAM/Peter Cooper Archive
June 1, 1976

Research reports

Qualitative research into Project Omega

Elida Gibbs is interested in developing a possible newbrand of perfume and have available four possible 'concepts'. These take the form of animatic commercialswith voice-over, packs, and names.The specific objectives of the research were:1. To assess...

Catalogue: CRAM/Peter Cooper Archive Collection
Author: CRAM/Peter Cooper Archive
June 1, 1977

Research reports

Qualitative research on small Easter eggs

The small egg market has grown considerably in thelast few years and is dominated by Cadbury Creameggs. Rowntree Mackintosh is interested inexpanding its share of the market. They havetherefore developed three small egg concepts. The objectives of...

Catalogue: CRAM/Peter Cooper Archive Collection
Author: CRAM/Peter Cooper Archive
November 1, 1976

Research reports

Project Rabbit

On 20th September 1977, a 'Think Tank' was heldwith Heinz/Agency management. The objectiveswere to identify snack ideas (areas or rough productrecipes) that are considered likely to achievereasonable success in the short-term and largepotential in...

Catalogue: CRAM/Peter Cooper Archive Collection
Author: CRAM/Peter Cooper Archive
October 1, 1977

Research papers

The quality in research begins with a management philosophy

Quality in research has in our opinion two basic dimensions: 1. The quality in the production of market research (the market research concept); 2. The quality in the utilisation of market research (the total management concept). Very little attention...

Catalogue: ESOMAR Congress 1975: Quality In Research
Authors: Axel Damman, J. M. Grønneberg
August 1, 1975