What drives vision correction purchases?

Shopper segmentation is common practice in many retail markets to characterise consumer behaviour and motivation. Market research of this type often supplements the internal research conducted by individual retailers, providing data for strategic business planning and an in-depth understanding of what delights patients.

In eye care practice, ongoing independent market research is limited and very few individual practices have the time or resources to conduct extensive research of their own.1 But understanding customer attitudes and behaviour is important if patient needs are to be fully met.

To identify key drivers when purchasing vision correction, Johnson & Johnson Vision Care commissioned independent market research agency Millward Brown to carry out a large-scale survey among vision-corrected consumers in Europe. The aim was to understand customer needs and tailor practice strategies accordingly.