The Highly Reluctant Consumer And The Invisible Hearing Aid

I marvel at the changes seen in the cosmetic design of hearing aids in the last twenty years. Hearing aids are now “cooler” in design, with fancy Bluetooth and wireless capabilities. They are more appealing than ever before–but the stigma remains. Sergi Kochkin rated fifty-three influencing improvements that could potentially persuade highly reluctant users to seek amplification for their hearing loss within the next two years:

Historically, the MarkeTrak survey has focused on obstacles to hearing purchase. We thought it would be of interest to present the hearing-impaired consumer with a number of improvements in four key areas: financial, hearing aid listening utility, product enhancements, and psycho-social changes.

The top influencing factor (for 2 out of 5 people) in the psycho-social category, ranking 15th overall, is convincing the potential consumer that the hearing aid is invisible, or nearly invisible. This strong desire for invisible hearing aids can only be from the negative stigma that society has placed on hearing aids.
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