Healthcare and Pharmaceuticals
Understanding the decision-making process of eyewear industry professionals in Brazil
Every project we run is covered by confidentiality agreements. That is why this page describes the method, scope and deliverables, but does not identify the client, brand, product or date.
Challenge
A company in the eyewear industry needed to understand the main aspects involved in the decision-making process of eye care professionals in Brazil.
The challenge was to reach owners and co-owners of clinics and stores, as well as professionals directly involved in decisions related to practice and business operations, such as acquiring new measurement devices, managing relationships with lens and frame manufacturers and setting up digital channels.
To ensure a broad reading of the market, the study also had to cover different establishment profiles, from stores and practices with more advanced digital structures to operations with a lower level of digitalization, along with a wide geographic distribution across urban, suburban and rural contexts.
Methodology applied
- Recruitment of eye care professionals who were owners, co-owners or decision makers in clinics and stores
- 100 CATI interviews with eye care professionals across Brazil
- Interviews lasting approximately 30 minutes
- Sample built with a balanced combination of age, gender, level of digitalization and establishment location
- Coverage of different regions of the country, avoiding concentration in a single location
- Use of the screener, questionnaire and links provided for fieldwork execution
- Project management, including setup, recruitment, fieldwork, translation and incentives
- Fieldwork planned over 23 days, with the option to pause after the first 10 interviews to validate how the survey was performing