Knowing The Consumer Through The Eyes Of Others

The following 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.

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'...