|Author(s): Simona Sbarbaro, Giuseppe Tonolini
Collection: Congress 2016 - #WOW
Keywords: Trend Spotting /Watching, In-Depth Interviews, Ethnographic Research, Culture
ESOMAR Best Paper Award 2016/2017
|PDF version (download)|
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Digitalisation, the rise of education as the most important weapon to compete in the modern world, have made quality vision key throughout all countries and all social classes. Luxottica could see a potential roadblock in the journey to better vision for all. Research was needed to understand what barriers were creating this resistance and what actions may potentially overcome them.
In this paper we will share our insight on the barriers to eyeglasses in regions such as China, India and Brazil, where the need is becoming greater. As well as combining different methodologies, we went beyond our classical role and became true storytelling ‘journalists’. We will also describe how to deliver a game changing message, understand cultural issues and identify actionable directions to bring positive changes in a society through the value of brands and what they can deliver.