An international generational tracker for innovation
Case study: Luxury & Wellness
Need
After several years of qualitative tracking of consumer generations and trends, the global leader in optics wants to deploy a quantitative Tracker in Italy, USA and China to inspire its innovation teams.
Approach
The approach is based on an online survey of 5,000 eyeglasses wearers, with a questionnaire that includes visuals, compiled based on our expertise of major contemporary societal issues.
Impact
The project offered a clear vision of generational dynamics and their cultural singularities, providing numerical and visual benchmarks to feed the Group’s strategic thinking.
Deciphering generational views on eyewear
Creation of a generational panel
The study is based on a robust sample of 5,000 eyeglasses wearers, both corrective and sunglasses. Each generation (from Boomers to Alphas) is represented by at least 300 respondents, guaranteeing the robustness of the results and ascertaining reliable comparisons between age profiles.
Understanding the emotions behind the visuals
The questionnaire combines traditional questions with visual stimuli, through a selection of images. This method enables to better grasp the perceptions, emotions and expectations associated with eyewear, and to obtain more meaningful and subtle understanding of the market.
Insights on a global scale
Sociovision’s expertise provides an international perspective, linking the results to major societal trends. This analytical framework provides valuable depth to the study and highlights the contrasts observed between key geographic areas: Italy, USA and China.
A tracker of the lifestyles, values and expectations of glasses wearers across three generations and three continents, to anticipate their needs and inspire product, marketing and retail innovation.
Maryline Nguyen
Sociovision
When generations inspire optical innovation
The research provided an unprecedented decoding of generational aspirations, revealing convergences, singularities and cultural differences. Key indicators simplify monitoring, and are accompanied by inspiring illustrations, moodboards and summaries, which are shared in the context of internal workshops, while instilling momentum to the Group’s various business divisions.
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