Factors That Influence Hearing Aid Purchase Intent
Kochkin (2012) reveals key factors that influence hearing aid purchase intent. Kochkin’s report is based on a detailed seven-page questionnaire sent to 5,500 hearing aid non-adopters (all of whom had self-admitted hearing loss) with a response rate of 79 percent. Following in-depth analysis, Kochkin notes multiple points for consideration by hearing professionals and industry (abstracted here) based on the responses obtained from this group of non-adopters. Almost half of all non-adopters have not their hearing tested in the last 10 years.
Personal (i.e., out-of-pocket) financial considerations are major issues for the non-adopter. Having a money-back guarantee is the top product feature sought by non-adopters and a 90-day trial period is desirable. Hearing aids that are more reliable and less costly to repair are desirable. Non-adopters identify the following perceived product features very high; no-feedback, comfort, the ability to control the volume and sound quality. The most important social influencer is the family physician and the least important is a celebrity wearing hearing aids. Stigma associated with wearing hearing aids is the top psycho-social issue identified by non-adopters—and nearly invisible (and invisible) amplification solutions are effective and do influence non-adopters. Hearing soft sounds and hearing perfectly on the phone are important issues.
For More Information, References, and Recommendations
Kochkin S. (2012) MarkeTrak VIII: The Key Influencing Factors in Hearing Aid Purchase Intent. Hearing Review, March:12–25.