Bausch & Lomb case study: seeing contact lenses clearly
01 Sep 2009|Added Value
There’s more to contact lenses than meets the eye. But it’s hard to see in some markets. Far fewer people use contact lenses in China than in developed countries. Bausch & Lomb spotted this challenge, and asked us to help them meet it.
Price was an obvious barrier. But we wanted to know what else might be holding people back. What needs did consumers have? And how could Bausch & Lomb use the insight to see the opportunities in China?
Was it all about looking good? Or were there other factors that weren’t so clear? We wanted to understand the perception of the category, what led people to start wearing contacts, and the way that things worked on the shop floor.
So we conducted interviews and focus groups among consumers and eye care professionals. But we also wanted a real understanding of emotional needs values and aspirations among the consumer. Ethnography was clearly the best way to find this insight. We weren’t just looking deep. But far and wide too, casting our net across both first and lower tier cities across China to give us real perspective on how these issues worked across a diverse culture.
We discovered it’s not all about fashion and beauty. There were a wide range of consumer needs not being addressed. We built a model that showed different needs and expectations for contact lenses, and how they varied by person and place.
This bought the market into focus for the client. Helping them take a strategic approach to product launches, communications and innovation in the Chinese market.
Alongside this we delivered a break-down of the way people chose contact lenses, helping guide the client to the touchpoints that could best drive sales.
So how did we Add Value?
We looked closely at the market. Examined contact lenses in the context of consumers and the shop floor. We saw a whole range of opportunities and unmet needs. And helped the client focus on what would drive the brand forward.