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Research papers

Knowing the consumer through the eyes of others

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...

Catalogue: ESOMAR Excellence in Consumer Insights Conference 2003
Authors: Alicia Martín del Campo, Mónica García
Companies: Qualimerc S.C., Unilever
March 30, 2003
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Citation

del Campo and García (2003a, March 30). Knowing the consumer through the eyes of others . ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/knowing-the-consumer-through-the-eyes-of-others-