Luxottica used research to help them to understand the barriers behind the resistance and what actions could overcome them. China, India and Brazil were identified as key countries that would help understand barriers and identify actions. The overall objectives of the project can be outlined as follows: 1. Explore the context in terms of economic and social background, healthcare and eye-care systems specifically, retail structure and brand landscape; 2. Understand the barriers to wearing eyeglasses and the different weight of these barriers in each country, distinguishing those related to the infrastructural system from those linked more to the local culture or psychological attitudes; 3. Identify activation areas to tackle in order to overcome barriers and develop the market and brand perceptions.