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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

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Mónica García

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del Campo and García (2003a, March 30). Knowing the consumer through the eyes of others . ANA - ESOMAR. Retrieved April 26, 2024, from


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