Are you in need of an eye exam in the Madison area? Don't let the fact that he's in the Super Target fool you! Give Dr. Emmerich a visit. He's a great guy - easy to talk to - funny - and most importantly, he knows his optic science. I felt that he was good at explaining things when I had questions.
If you don't have vision insurance, well neither do it. His prices are competitive though, as an exam with contact lens fitting and an (optional) retina scan was under $100.
As long as I'm living in the Madison area, I'll trust my eyes to Dr. Emmerich.