Knowing The Consumer Through The Eyes Of Others
Two-way mirror: An innovative methodology for qualitative market research
Alicia Martn del Campo QualimercMnica Garca Hernndez Unilever de Mxico
Introduction
The cold vision of the consumer as a 'study subject' is transformed through the Two-Way Mirror, by looking at the circle of reference free of pre-conceived ideas, by observing and analyzing the others in his/her everyday life. His/her 'subjective' interpretation of the others becomes the most valuable event in the development of the Two-Way Mirror (TWM).
From the onset of each project designed under TWM, there...