After a quick search for some relevant articles relating to a high street retail chain of opticians, I found this

This could see a company such as IC Optical expand (Ansoff’s Matrix and product development, or in this case, arguably service development) in order to increase future revenues and profits. However, before branching out into such a venture, IC Optical would need to carry out significant research into the legitimacy of such claims that the process “detects” schizophrenia to prevent future litigation for false diagnosis (the costs of quality).