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Category Insights

Objectives:

• A retailer was interested in gathering information on shopper purchases, preferences, and attitudes with regard to the eye care section of the store.
• Specifically, they wanted to target two key age groups.
• The results would be used to provide better service, as well as attract new customers from these key demographics.

Research Design:

• Point-of-Purchase Shopper Interviews
• In-Aisle Observations

Key Learning:

• As expected, cost is one of the key drivers of eye care purchases. However, the importance of having knowledgeable associates and providing continued service after purchase came out as a key piece of learning as well.