Psychologist and pioneer of focus groups in Britain
Peter Cooper, who has died suddenly aged 73, was a psychologist who pioneered the use of the focus group in market research in the 1960s. His company, Cooper Research and Marketing, advised many large companies on consumer behaviour, helping them to understand the market in relation to leading brands.
Peter also recognised the potential of market research to empower disadvantaged groups by breaking down traditional structures in society, such as the doctor-patient relationship, and even ventured into the imbalance in equality between men and women, thus seeking to make market research an integral aspect of the democratic process. His work in the last years of his life was preoccupied with the needs of consumers caught in the recession.
Born in north London, Peter was evacuated during the second world war and, after his parents separated, he was brought up principally by his father, a professional trumpeter. In 1959, he graduated with a first-class degree in psychology from Manchester University, where he stayed on as a postgraduate to work with his mentor, John Cohen, on aspects of the psychology of risk.
A significant element of his research involved children's understanding of war and peace, based on studies carried out in Japan, Germany and the UK. His work took him to the Sorbonne, in Paris, and to the universities of Oslo and London. During this period he was also actively involved in the Workers' Educational Association.
In the mid-1960s Peter studied in France, where he was intrigued by new approaches to understanding consumerism. People would be taken away for a long weekend in order to be observed as they expressed their relationships with different brands and products. Peter recognised that equally effective results could be obtained by bringing consumers together for three-hour sessions to explore emotional, as well as practical, responses to a range of issues relating to consumerism, from product attributes to advertising, packaging and brand identity. During these "extended creativity group" sessions, respondents were asked to draw, model with clay and role-play their feelings and emotions. In time, this method was to become recognised globally as the alternative to the more narrative-centred groups that predominated in the US.
In 1963 Peter became one of the first academics to apply his research to the marketplace and, in 1966, with his then wife, Jackie French, he set up Cooper Research and Marketing (later CRAM International). In 1968, the company moved from Manchester to London where, over the next four decades, a string of major companies sought Peter's advice on consumer behaviour, among them Guinness, BMW, the Financial Times, British Airways, Persil, American Express, BP, GSK, the BBC and Nokia.
From understanding marketing techniques to helping pharmaceutical companies better understand patients' needs, Peter gave an intellectual rigour to market research. Furthermore, he was fascinated by the need to develop different techniques outside western markets. From the early 1980s, he was in the far east, introducing his methods to Japan, China and south-east Asia.
He was also acutely aware of the importance of new technologies. A fellow of the UK Market Research Society and the Royal Society of Medicine, Peter conducted pioneering work in ethnography and also on the quantification of qualitative research data, which he called QualiQuant. He wrote many papers and was active right up to his death, highlighting key issues in contemporary marketing, market research and communication.
A byproduct of Peter's love of psychology was his passion for phrenology. While he acknowledged the flawed science behind it, for him phrenological busts were things of beauty, and over the years he amassed a significant collection of phrenologica. He sought to revive interest in the subject, and in the early 1980s commissioned a limited edition of Coalport china phrenological heads.
Peter and Jackie divorced several years ago. For the past 10 years, he lived with his partner, Claudia, also a psychologist, in Gloucestershire. They were brought together not only by their interest in psychology, but also good food and fine wine. They shared their lives with two horses, two Shetland ponies, three cats and six chickens. Claudia survives him, as do his three children and five grandchildren.
• Peter Cooper, psychologist and market researcher, born 26 November 1936; died 12 February 2010
(From the Guardian Thursday 8 April 2010) Simon Patterson
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