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COMMUNICATION TEST
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Discussion Guide (China) -
A.
Introduction & Warm up
(5 minutes)
-
Introduce market research
& focus group discussion
引用市场研究及专题小组讨论
-
Introduce taping & assure
confidentiality
引用市场研究和保密工作
-
Invite respondents each to
introduce themselves
邀请各方受访者自我介绍
-
Briefly check on their history with
contact lens usage, their prescriptions
检查他们的隐形眼镜的使用，他们的处方历史。
B.
General Usage & Attitude Of Contact
Lens Care & Solutions
(25
minutes)
The purpose is to establish who these
consumers are, what their attitudes towards lens
care
solutions, namely how satisfied
they are with their product, how easy they change
brands, and
what elements they seek
from lens care solutions, what can motivate them
to change a brand /
product, etc.
Such understanding will provide a
context for analyzing
respondents
’
reactions to
the
communication materials for The
product.
目的是确定谁是消费者，
镜片护理的解决方
案，
消费者为何满意他们使用的现有产品及倾向，
是
否能很容易得让他们改变品牌，什么元素。
Today, we talk about contact lens and
lens care.
-
Tell me what
types of contact lens are you wearing now
–
traditional or
disposables (which modality)?
?
What brand is
it?
?
Why do you
choose to wear this type / modality of CL?
?
What do you
think about it?
-
How do you care for your contact lens?
?
What sort of
routines?
?
What
products do you use?
?
What types of solutions?
What brands?
?
When do you use it?
How frequent in a day do you use it?
?
Explain to me
how you use it?
Do you just
soak your lens in it?
Or
rub it as well?
?
Do you think lens-caring
habit/procedure could influence the
function-acting for solution?
Why?
?
Do you know you
need wash your lens 5 seconds for each side to get
better lens care?
Do you know you need wash your hand
using
solutions due to there is germ or
harsh detergent on your hand which
may
hurt your eyes? How do you think about it?
Will you follow this
suggestion?
Why?
- 1 -
-
What do you think such
routines, these products in caring for your lens?
?
How happy are
you with these offerings?
- 2 -
-
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In fact, what do you look for from a
lens care solution?
How do
you
judge if it
’
s
good or not?
What are the
attributes / functionalities of a
good
solution?
?
Moisturizing?
How can you tell?
?
Oxygen
transmissibility?
?
Comfort wearing?
?
No rub?
?
Anti-protein
deposit?
?
Less
eye fatigue?
?
What else?
Specifically for moisturizing,
?
what is the benefit for you when the
solution has the moisturizing
function?
?
Is the
moisturizing for the eye or for the lens?
How will it work in
your mind?
?
Do you find your brand serve this
function?
If not,
what
’
s the gap
between your current brand and your
expectation?
What different types of
lens care solutions do you know?
All-in-one,
hydrogen
peroxides, anti-protein deposit solutions, etc.?
?
How do they
differ?
?
How do
you pick which one to use?
Why?
What
different brands of lens care solutions do you
know?
?
Do they
really differ?
Or are they
very similar?
?
And how do you pick which one to use?
How do you find the lens
care solution you are using now?
What brand
is it by the way?
How do you evaluate it on
the above areas?
?
Are they effective?
How do you know?
?
Are you
satisfied / happy with it?
Why?
?
What needs to be improved, if any?
?
What more do
you want from a solution?
What innovations do you
wish
for?
In fact, how do you
select which brand of solution to use?
What are your
considerations?
?
Price
?
Promotions
?
Salespeople recommendations
?
Word-of-mouth
?
Brand
reputation
?
Same
brand as contact lens
?
Advertising
?
Efficacy / performance
–
how defined?
Tell me more about your brand usage.
?
How did you
start with this brand?
What
was the trigger?
- 3 -
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?
How long have
you been using this brand?
Any brand loyalty for
solutions?
?
Have you switched brand before?
How often?
Why?
- 4 -
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