History and Methodology
VisionWatch is the only large scale continuous consumer measurement exclusively designed for the eyewear and eyecare industry. VisionWatch was jointly developed by Jobson Publishing, LLC, a leading trade communications company in the optical products and services markets and NOP (National Opinion Poll) of London.
VisionWatch is an on-going study of a statistically balanced sample of 100,000 US residents designed to be representative of the U.S. population 18 years of age and older. The structure of the sample is controlled to produce an un-weighted composition that is as close as possible to the desired final mix. Both demographic weights and psychographic weights are applied to assure that the final sample is statistically stable and representative.
Safeguards have been instituted to ensure that respondents participate in the survey only once in order to eliminate bias that could result from multiple session participation.
The sample is maintained and managed by Survey Sampling Inc. of Fairfield, CT, a company with more than 25 years of proven market research experience.
In January 2005, The Vision Council, in a major move to make the Vision Watch program more accessible to its members, entered into a joint venture with Jobson, LLC to produce and distribute Vision Watch. By purchasing the interest of Jobson's current partner, FSA Ltd., a British research firm, The Vision Council has joined with Jobson to create a single, central information source for consumer data that will compliment and solidify The Vision Council's current statistics program. FSA, providing analytic and product support, remained a vendor to the joint venture until December 2007.
The VisionWatch study has been in the field since October of 2000. Over the past seven years, VisionWatch has become the main benchmarking and business planning tool for leading retailers and manufacturers in the eyewear and eyecare industry. The data is used to produce both syndicated and custom research products.
The primary consumers of VisionWatch are the major retailers participating in the optical products and services markets, the major suppliers in those markets, the various associations in those markets and the financial community. Members of The Vision Council, in particular, receive top-line reports and in-person presentations on the frame, lens, sunglass and vision correction markets at no charge as a member benefit. Detailed reports, which include data on market share at the product category, supplier and retail level, are available at a discounted fee to members of The Vision Council. Customized research, a unique feature of the VisionWatch program is also available at a discounted price for members.
IMPORTANT NOTE REGARDING DATA RESTATEMENT AND REVISIONS
Starting in March 0f 2008, Jobson and The Vision Council made a significant change to the VisionWatch program. We switched data processing vendors in an effort to improve the techniques and methods used to develop pricing data from the consumers we interviewed. The software utilized by our new data processor allows us to generate pricing data for lenses, frames, plano sunglasses and contact lenses that is more accurate than the pricing data previously produced. As a result of the change in average prices, the dollar volumes for the frames, lens, plano sunglass and contact lens markets are different in the March09 through Mar10 VisionWatch reports. When feasible, we went back and re-stated average price data and dollar volume data to give VisionWatch users as much historical data as possible for trending purposes.
For the frames report, there has been no change to how unit data is produced under this new methodology, hence unit frames sales in the March 2009 reports are comparable to unit sales from previous periods. For lens reports, we made a change in the March, June, September and December 2009 reports that affects comparability to previous reports. We changed the method used to calculate lens unit pairs to match the method used to generate frame unit pair sales by combining periodic purchases that occur in distinct 3 month ending periods. As a result, lens unit sales going back to the 6ME June 2007 period have been restated to be consistent and comparable with Mar09 through Mar10 data. For the plano sunglass reports, the new methodology used to validate survey responses has led to different purchasing patterns when compared to what was observed in the past under the old methodology. We have been able to go back to the June 2008 period and provide re-stated dollar and unit sales information for trending purposes.
There were several other changes that were made in VisionWatch when developing the March 09 through Mar 2010 reports.
The household income group breaks used in demographic tables in previous reports have been revised. The middle income group, $40K to $60K has shrunk to a very small percent of the overall household income spectrum. In the March 2009 reports, and all reports going forward, there will be two demographic categories, Up to $60K household income and Over $60K household income.
The retailer lists in the frame, lens, contact lens and plano sunglass reports have been revised to reflect changes in the market. We have removed several retailers that cannot be effectively tracked in VisionWatch because of small sample sizes.
In the Vision Correction report, the calculation used to determine the number of contact lens users and OTC readers users has been revised to more accurately reflect users as a percentage of the adult population.
The AR lens report and AR lens data has been revised based on our new methodology of getting information from consumers. Revised AR lens sales data is available going back to June of 2007. The changes mentioned above have been footnoted were applicable in each of the reports where a change has occurred.
By downloading any of the PDF file(s) you agree to the terms and conditions listed below:
The Vision Council owns and retains the copyright to all the information provided in the VisionWatch reports, both in part and as a whole.
The Subscriber may not reissue or sub-contract this report or data or interpretation of data from this report and may not accept any compensation either monetary or in the form of other considerations for communicating this report in part or in whole to any entity outside the legal and/or financial embodiment of the Subscriber.
The Subscriber may not use the Report(s) or data from the Report(s) for media advertising or public relations purposes without prior written approval of The Vision Council.
The Subscriber may not post the Report(s) or any data from the Report(s) on the Internet without prior written approval of The Vision Council.
The Subscriber may use the data for internal presentations (to include all appointed agencies) without prior written approval by The Vision Council. The Subscriber may also utilize VisionWatch data for presentations to clients and potential clients; however, the subscriber may not leave the data with clients or potential clients without written permission from The Vision Council. The Subscriber may not provide any other entity with such data that may be detrimental to Vision Council opportunities to sell such data to that entity or any other entity.
The Subscriber may quote data to the press without prior written approval provided the source of the data is attributed to VisionWatch and the Subscriber specifies full details of the time period, unit of measurement and all other relevant restrictions applied and does not release such data that would be detrimental to Vision Council opportunities to sell such data to any entity. Subsequent to any press release containing data from these reports, the Subscriber must provide The Vision Council with a copy of the press release.
The Vision Council will use all reasonable endeavors to assure accuracy of all reports and interpretation offered. However, no warranty as to the accuracy of the reports is given or implied. The Vision Council cannot be assigned any responsibility for losses incurred by the Subscriber in conjunction with the use of this report.