Use of market segmentation to identify untapped consumer needs in vision correction surgery for future growth.

Purpose: Market segmentation analysis identifies discrete segments of the population whose beliefs are consistent with exhibited behaviors such as purchase choice. This study applies market segmentation analysis to low myopes (-1 to -3 D with less than 1 D cylinder) in their consideration and choice of a refractive surgery procedure to discover opportunities within the market.

Method: A quantitative survey based on focus group research was sent to a demographically balanced sample of myopes using contact lenses and/or glasses.