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' 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...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands