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Research papers

The impact of the economic crisis

We are in the midst of a economic crisis: the worst recession in 100 years and which may rival The Great Depression of the 1930s. This crisis demands new market research: new methods of data collection, new respondent engagement, new analysis, and...

Catalogue: Congress 2009: Leading The Way
Authors: Peter Cooper, Simon Patterson
Company: QRi Consulting Ltd.
September 21, 2009

Research papers

Chinese frontiers

China is the greatest and most challenging new frontier facing international marketers today. It goes without saying that China is the major challenge for the 21st century with a population of 1.3 billion, GDP of RMB 24,661.9 billion ($3,570.33...

Catalogue: Congress 2008: Frontiers
Authors: Peter Cooper, Simon Patterson, Katie Zhou, May Qiu, John S. Pawle
Companies: DiagAid Marketing Research Co., Ltd, QRi Consulting Ltd.
September 26, 2008

Research papers

Contributions of synaesthesia to fragrance branding

This paper describes the contribution of synaesthesia to fragrance branding, including experimental evidence that branding adds significantly to the experience of fragrances through the mechanisms of synaesthesia. Fragrances not only stimulate the...

Catalogue: Fragrance 2007
Authors: Peter Cooper, Brooke Binder
Company: QRi Consulting Ltd.
November 14, 2007

Research papers

In search of excellence

This presentation provides an analysis of the emergence, evolution and future of qualitative market and social research, based on a review of its history in terms of the psycho-social, political, economic, marketing, and technological changes over...

Catalogue: Congress 2007: Excellence
Author: Peter Cooper
Company: QRi Consulting Ltd.
September 19, 2007

Research papers

Measuring emotion in brand communication

The main purpose of this paper is to address these questions: how do emotions interact with and influence so-called 'rational' processes, which are more important in brand decision-making, and what are their contribution to innovation?The authors...

Catalogue: ESOMAR Conference 2005: Innovate!
Authors: Peter Cooper, John S. Pawle
Company: QRi Consulting Ltd.
February 27, 2005

Research papers

Horse and carriage, moonlight and roses, sun and surf?

This paper outlines a novel approach to researching a Surf washing powder promotional press ad that ran in The Sun newspaper in the UK .This ad campaign promoted a Golden Jubilee competition run by Surf. The issue being addressed was the extent to...

Catalogue: ESOMAR/ARF WAM Conference 2003: Print
Authors: Peter Cooper, Neil Sharman, John S. Pawle
Company: QRi Consulting Ltd.
June 19, 2003

Research papers


Current concepts of brands pay full attention to the rational and symbolic but often overlook their sensory, experiential or synaesthetic aspects. This paper helps open up this complex and fascinating topic by identifying the principles of...

Catalogue: ESOMAR Qualitative Ascending Conference 2002
Authors: Peter Cooper, Alan Branthwaite
Company: QRi Consulting Ltd.
November 10, 2002

Research papers

Living with risk

Risk-taking is central to modern business, and the source of energy which drives wealth creation. Understanding and predicting risk therefore places market research squarely in the boardroom, instead of tinkering on the sidelines. The results of...

Catalogue: ESOMAR Congress 2002: Consolidation Or Renewal?
Authors: Peter Cooper, Thomas A.W. Miller
Company: QRi Consulting Ltd.
September 22, 2002

Research papers

Market research

This paper offers a simple model to aid exploration of the role of market research in the interface of CRM strategy and the brand. The paper considers what is understood by 'a CRM strategy', followed by a brief review of current thinking about...

Catalogue: ESOMAR Customer Relationship Management Conference 2002
Authors: Peter Cooper, Susan Baker
Company: QRi Consulting Ltd.
March 17, 2002