NEWS23 February 2010

CRAM International founder Peter Cooper dies aged 73

UK

UK— Peter Cooper, the founder of specialist qualitative research agency CRAM International, died on 12 February. He was 73.

Cooper launched CRAM in 1969 and closed the company shortly before his death. The former CRAM team – including MD Simon Patterson and operations director Debbie Whittick – have gone on to set up QRi Consulting.

Here, Cooper’s former business partner John Pawle pays tribute to a man he calls “one of the true founders of the modern global qualitative research movement”.

“Peter Cooper’s vision was to understand and communicate consumer psychology notably through insightful psycho-social analyses of consumers. Peter established Cooper Research and Marketing (later CRAM International) in 1969 to achieve these goals. Peter and his team have undertaken many thousands of qualitative projects around the world, exploring cultures and lifestyles, challenging conventions, and advocating the virtues of carefully constructed qualitative research.

Peter was a chartered psychologist, chartered scientist, fellow of the UK Market Research Society (MRS), fellow of the Royal Society of Medicine, and had studied and taught experimental, social and humanistic psychology at the Universities of Manchester, Paris, Oslo and London before entering the market research industry.

CRAM International was, for the best part of 40 years, a world leading research agency specialising in in-depth market studies with a top-level global team. Peter had 40 years of experience of researching consumers at all life stages across all product fields for a wide variety of clients. Peter was responsible for developing many interviewing and projective practices now widely used in ‘new marketing’ and modern marketing research. This includes the use of extended groups for which he coined the phrase Extended Creativity Group (ECG). He has written many papers and was active right up to his death in Esomar and MRS, highlighting key issues in contemporary marketing, market research and communications.

In later decades he was also a pioneer of the quantification of qualitative research via the company QiQ International. This type of research became known as ‘QualiQuant’.

Peter’s other abiding passions were good food, cinema, art, exploring new ideas, horseback riding and Italy. He had tremendous energy and continued working right up to the moment of his death. He had a very warm and engaging personality. Many people in the market research industry will have been touched by him at some stage in their careers.”

He has written over 100 articles on consumer psychology, and regularly contributed to the media. Indeed at the time of his death he was on the way to a TV interview. He pioneered methods for opening up the secrets of consumer change, contributed to the success of many global marketing campaigns and championed the new consumer democracy.”

@RESEARCH LIVE

11 Comments

10 years ago

The world will be a lesser place without Peter Cooper. He was the definition of 'Thinking out of the box'. His mind was fantasitic, exciting and original. He also created probably the worlds most significant collection of Phrenology, including his library and collection of heads.

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10 years ago

He was also the Father figure to many not just his own children .The world may have lost a great man but his family have lost a Father and Friend and Uncle of mine of the greatest stature. RIP Peter

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10 years ago

Uncle Peter was an inspiration to me and helped shape my younger years into the man i am today he will be greatly missed.............

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10 years ago

I recall Peter from about 30 years ago when CRAM was conducting some fairly extensive research for JWT. At the time I was on the periphery of the particular account but was fascinated by his insight and knowledge of the market he was investigating. In an era whne the word insight is banded around his was truly insightful. Not only did he want to discuss the brief, he also wanted to get to know the client, their objectives and their "philosophy" for doing business. For some of us he will be remembered as a pioneer of qualitative research along with others such as Bill Schlackman and Gerald de Groot. To all who knew him, worked with him and got to talk to him about qualitative research, psychology and other matters I send condolences. He will be missed.

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10 years ago

I have just heard about Peter and wish to send my condolences to his family. I worked for CRAM in the 60's in Manchester and also in London and have extremely fond memories of Peter & his wife Jackie. Peter was a great boss and wonderful man and will be sadly missed by everyone he met over the years. RIP

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10 years ago

i worked for CRAM 30 years ago, Peter was always a gracious and down to earth person with whom i found very easy to communicate with, today i was on my way up town and went on line to see whether CRAM were still in St.Martins Lane when i read of his death, Peter, RIP

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10 years ago

I have been asked by Peter's family to let everyone know that a Memorial Service is to be held for him at 3.30pm on Wednesday 24th November 2010 at St Paul's Church ('The Actor's Church') in Covent Garden and then afterwards to a Wake at the Groucho Club. We hope many of you will attend to celebrate his life.

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10 years ago

The Memorial Service for Peter Cooper being held Wednesday 24th November at St Paul’s Church, Covent Garden will now commence at 3.00pm. This will be followed by a wake at the Groucho Club from 4.30pm.

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10 years ago

Peter Cooper was one of my tutors way back in the early 60s in Manchester. He was bright, fun and inspiring. I send my sincere condolences to his family.

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10 years ago

I have only just heard about Peter's death (from Sara Pickard, his erstwhile secretary). So sad. I think everybody who knew Peter thought he would go on for ever. I first worked with Peter when I was at JWT in the seventies, and , more recently, consulted and freelanced for CRAM in the late nineties. My sympathy and condolences to Jackie, the family and all his colleagues and friends.

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