Are they thinking what we're thinking? NOP survey Pt 1

It's easy to assume that we know how the public views our profession. Talking to patients provides every opportunity to hear their opinions. But are these representative of all consumers? How often are we surprised by the lack of knowledge about what we do? And why does coverage of eye care in the lay media often seem simplistic or ill informed?

Many surveys have attempted to gauge consumer attitudes to optical services, but opinions and behaviour in relation to eye care and eyewear remain poorly understood compared with other health care and retail markets.

Little is known about what motivates consumers to visit an optical practice, to have an eye examination or to buy spectacles or contact lenses. Consumer perceptions of the scope of the profession's work are also unclear. Attitudes and behaviour in relation to having eye examinations and buying glasses may have changed as the market has become more consumer orientated and new types of outlet and supply route emerge. 

OPTICIAN has therefore joined forces with the College of Optometrists to conduct a major survey of consumer behaviour, motivation and attitudes to eye care and eyewear among those who have visited an optometrist, and those who never have. The survey results may be used by the profession to formulate its future strategies and monitor their success, and by practitioners to inform their marketing decisions.

From March 17-22, NOP carried out 921 face-to-face interviews with consumers aged 15+ years, at random locations around Britain. The sample was designed to be representative of all adults in Britain and weighted to bring it into line with national population profiles.
At the start of each interview, it was explained that, for the purposes of the survey, 'optician' meant the person who examined the eyes and tested sight for glasses and contact lenses. Consumer terminology such as 'eye test' was used throughout the interviews to facilitate understanding.