Back

Knowing the consumer through the eyes of others

Date of publication: March 30, 2003

Catalogue: ESOMAR Excellence in Consumer Insights Conference 2003

Companies: , Unilever

Authors: Alicia Martín del Campo, Mónica García

Abstract:

This paper addresses the Two-Way Mirror method for its application in qualitative market research as a manner to approach the consumer's understanding through the consumer himself. This helps detect feelings, motivations and insights directly connected with different products and services categories. The authors refer to the method's details and their implications by means of a case study in the personal care category.

Alicia Martín del Campo

Author

This is a long description of some author details.

Mónica García

Author

This is a long description of some author details.

This could also be of interest:

Research Papers

Through the eyes of children

Catalogue: Latin America 1999: Marketing In Latin America In The 21st Century

Authors: Bruce Friend, Mark Stapylton-Smith

Company: Viacom International Media Networks

June 15, 1999

×

Citation

Friend and Stapylton-Smith (1999a, June 15). Through the eyes of children. ANA - ESOMAR. Retrieved August 23, 2025, from


https://ana.esomar.org/documents/through-the-eyes-of-children


Research Papers

Through the shopper's eyes

Catalogue: ESOMAR Retailing Industry Conference 2005

Author: Danielle Pinnington

 

April 19, 2005

×

Citation

Pinnington, D. (2005a, April 19). Through the shopper's eyes. ANA - ESOMAR. Retrieved August 23, 2025, from


https://ana.esomar.org/documents/through-the-shopper-s-eyes


Research Papers

Through the eyes of the customer

Catalogue: Seminar 1992: Banking And Insurance- Pressure On Profits, Pressure On Research

Authors: David Riley, Patricia A. Knott

 

June 15, 1992

×

Citation

Riley and Knott (1992a, June 15). Through the eyes of the customer. ANA - ESOMAR. Retrieved August 23, 2025, from


https://ana.esomar.org/documents/through-the-eyes-of-the-customer


  • PDF
Fad and progress in motivation research Authors: Herta Herzog
Methodological considerations regarding marketing research for consumer durable goods Authors: Leif Holbaek-Hanssen
Service after sale and studies of market for business Authors: Archibald Maddock Crossley
Some comments on the use of 3D and strip film Authors: Henry Charles Briant
The "steps-and-parts" model for polling Authors: Stuart Carter Dodd, Chahin Turabian
What are durable and capital goods? Authors: N. H. Pearson
Consumers economic expectations and intentions as revealed by sample surveys Authors: Henry Durant
Economic forecasts with special reference to field studies Authors: Jan van Rees
Market research for petroleum products in the automotive field Authors: D. Leerentveld
Research and decision Authors: H. S. Rich, J. S. Smith
×

Citation

del Campo and García (2003a, March 30). Knowing the consumer through the eyes of others . ANA - ESOMAR. Retrieved August 23, 2025, from


https://ana.esomar.org/documents/through-the-eyes-of-the-customer