Custom Research

Custom Research

VisionWatch offers customized consumer research at an affordable price

On a monthly basis, custom research slots are available and allow The Vision Council's members and VisionWatch subscribers to ask their own questions that are important to their individual business needs and focusing only on the markets that you need. Survey results are proprietary to the subscriber; no one else has access to the information. This service is ideal for companies looking to engage in product concept testing, campaign testing, consumer sentiment testing and other research focusing on consumer behavior, expectations and experiences.

Custom surveys developed by analysts familiar with the industry working on your behalf to generate the answers you need to steer your company to success. Below are some of the frequently asked questions regarding VisionWatch custom research. If you have any questions or would like a free research assessment, please feel free to contact Nathan Troxell, Director of Consumer and Market Insights, at

Frequently Asked Questions:

Who writes the questionnaire?
The VisionWatch team and the subscriber will work together to draft the questionnaire, however, the VisionWatch team will finalize it and translate it into the necessary Internet format.

How many people can be interviewed and surveyed?
Through the VisionWatch consumer survey program, each month we have an initial working sample of 10,000 American adult consumers. Initial custom slot sample sizes of 1,000 to 10,000 are available each month. The initial and working sample sizes are determined for each project based on the needs of the client, the content being studied and the anticipated response rates for the custom survey. If a sample size of more than 10,000 is required, we will field the survey in two consecutive months and aggregate the responses during the analysis and report writing stages after fielding is complete.

Is the use of pictures possible?
The use of pictures is possible. VisionWatch has a significant amount of experience incorporating images into the questionnaire. This tool is often considered for pre-tests of product or marketing concepts.

What types of questions can be asked?
Generally all questions that are relevant for the subscriber's individual business and are not yet covered in the syndicated questionnaire. Any questions relating to eyewear or eye care behavior and opinions can be developed including open-ended questions, matrix-style questions, rank-order questions.

How many questions can be asked?
For each custom consumer survey, 8 to 12 survey questions can be developed. Typically, the custom survey should only take 2 to 3 minutes of time to complete online over the Internet. Please keep in mind, that custom slot survey questions can be extremely focused because we are already collecting an extensive amount of information about the demographic profile of the respondent, as well as their eyewear and eye care habits in the standard VisionWatch survey questionnaire. When developing reports and analyzing custom slot survey data, the information from these standard survey questions will be available for cross-tabbing and data filtering.

When do questions have to be developed for each survey?
Generally, a custom slot questionnaire has to be developed and finalized by the first day of the calendar month in which the survey is to be deployed. For instance, if you would like to field a survey in August, we would need the questionnaire finalized by August 1st. That allows us the necessary time to program the survey, test the survey and make any last-minute changes before launching the survey in the middle of the month.

How are the results of a custom slot reported?
VisionWatch processes the results and reports it in actionable table and chart format. The subscriber determines the number of cross tabulations. Data can be cross-tabbed with existing VisionWatch questions that track the entire vision care industry. The results are available approximately 2 to 3 weeks after the month in which the survey was conducted. Additional analysis and reporting is possible (i.e. a written summary of the results, a visual /audio presentation of results, etc...) and can be developed 4 to 5 weeks after the month in which the survey was conducted. If necessary, clients and subscribers can also receive the raw data from the custom slot survey (in MS Excel format) 1 to 2 weeks after the month in which the survey was conducted.

How Can VisionWatch Custom Research Help You?
Develop More Informed Licensing Agreements-Effectively manage expectations, facilitate more realistic product planning, measure consumer preference for the "brand" before spending money without supporting data.

Assist Retailers in Selling (Lenses, Frames, Equipment, Accessories)-Get retailers and consumers on the same page, gauge the knowledge and opinion of consumers for specific products, measure consumer buying experience and usage experience for specific products by specific retailer.

Easily Pinpoint the Users/Buyers of Your Product by Specific Demographics-Build usage and opinion models that will allow you to focus on key growth segments, find out exactly why consumers prefer your product to your competitors, discover how to stay ahead of the market by responding to consumer requests/complaints faster than the competition.

How much does it cost to conduct a custom consumer survey?
Fees and prices vary based on the size of the survey, the sample sizes involved and the Vision Council member status of the customer. The chart below summarizes the prices and fees for VisionWatch custom slot surveys.


VisionWatch Custom Slot Prices and Availability

Number of Respondents (Initial Sample-Working Samples May be Smaller)

Vision Council Member Price

Vision Council Non-Member Price

















Focus Groups

When traditional survey research is not enough to answer detailed questions about a particular topic, The Vision Council can develop focus group research projects that interview eyecare professionals and eyewear retailers. The Vision Council can recruit qualified participants, develop discussion topics and analyze the results in a meaningful and applicable context. We work with The Magnum Group who facilitate the meetings, ensure the appropriate information is collected and generate report output and summaries.

Focus groups are usually conducted during Vision Expo East in New York City or Vision Expo West in Las Vegas, NV, although we can conduct a session at any location during any time of the year. Moreover, we can investigate a wide-range of topics and complex subject matter including product preference, purchase intent and marketing techniques. In the past, we have conducted focus group research projects for The Vision Council Vision Protection Committee and The Vision Council LPT Division.