Blind Low Vision NZ

Brand Perceptions

The Question

Why are members of the blind and low vision population not engaging with the Blind Foundation?

What did Research First do?

One-on-one depth interviews were undertaken with participants either in their home or over the phone.  This ensured we could truly understand the personal, emotional and practical challenges these people face, and how they adapt their lives accordingly.

23 people were interviewed across the country.

What did we learn?

There are 4 key barriers to using Blind Foundation services:

  1. Psychological challenge of losing vision
  2. Lack of referrals from professionals
  3. Lack of empathy/understanding
  4. The name!

What impact did it make?

These results are being used to inform the overall brand strategy which they have been developing this year

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