Peter Cooper founded Cooper Research & Marketing (CRAM). During his career he wrote many papers and gave frequent conference presentations worldwide, which have influenced the growth and diversification of qualitative research as practised now. He promoted a breadth of vision and eclecticism that enhanced the methods used today. Peter's influence was based on his breadth of knowledge, inventiveness, disrespect for the status quo, as well as his boldness, imagination and creativity. In this review of his contributions to qualitative research and marketing science, we focus on four key aspects - innovation, vision, professionalism and the achievements of qualitative research to bring about marketing successes.
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