In early 2010, following the sad passing of Peter Cooper, CRAM International® and QiQ International® were merged to form QRi Consulting, headed by Simon Patterson who was Managing Director of CRAM International and Director of QiQ International.
CRAM (Cooper Research and Marketing) was founded in Manchester, UK, in 1968 by Peter Cooper, a chartered psychologist, and Jackie French, along with Dr Alan Branthwaite. The company specialised in in-depth Qualitative Research, grounded in consumer psychology.
CRAM opened its London office at 53 St. Martins Lane in 1978, the same year that the company registered Extended Creativity Groups (ECGs®).
With the growing demand for CRAM’s specialist research methods (including projective techniques, psychodrawing, and ECGs®) in Europe and Internationally, the company changed its name to CRAM International in 1986.
Peter Cooper and his colleagues at CRAM pioneered the internationalisation of in-depth qualitative research from the early 80s, writing and presenting many ground-breaking papers to the market research community.
Since 1987 CRAM International worked with Unilever pioneering the fusion of qual and quant, which CRAM dubbed QualiQuant®. With the emergence of the internet, it was taken online and sister agency, QiQ (QualiQuant®) International, was established in 2000 with John Pawle as Managing Director.
QRi continues to uphold and build upon the CRAM and QiQ legacy of getting ‘Inside the Consumer Mind’TM.
In recognition of Peter Cooper’s (Chairman & CEO of CRAM International & QiQ International) significant contribution to market research, QRi Consulting put in place and sponsors the ESOMAR Qualitative Excellence – Peter Cooper Award.