People resist reading glasses as long as they can. They are markers of aging, and people go through a dynamic and emotional journey as they accept the need for them in their lives. Foster Grant commands over 70% market share for over-the-counter reading glasses, but wanted to understand how to overcome the unspoken emotional barriers that inhibit acceptance of reading glasses.
Brandtrust’s Emotional Inquiry® exposed key moments along the emotion-laden journey as vision declines, from stages of shock, to denial, and eventually reluctant acceptance. Foster Grant would need to change perceptions of reading glasses as indicators of lost identity and independence that come with aging.
The results of the study informed every aspect of the 2014 brand plan and anchor Foster Grant’s long-term strategy and customer experience journey. Foster Grant launched an insights-driven campaign that increased sales over 8%, and brand awareness among category users improving by over six points.