Older adults' perceptions of current and future hearing healthcare services in Australia, England, US and Canada

Customer Archetypes in Hearing Health Care

PURPOSE

The purpose of this study is to determine if there are unique customer archetypes that can describe the motivations behind consumer buying choice (in person or online) for hearing aids in hearing health care.

METHOD

A consumer survey was developed from themes that arose during 11 semistructured interviews with adults who had no previous hearing aid experience. Using Qualtrics research panels, a 28-item questionnaire was distributed online to U.S. residents above the age of 50 years with no previous hearing aid experience. A quota of 1,000 completed responses was set, with a maximum of 70% of respondents identifying as White. Completed surveys were obtained from 1,377 individuals. Three hundred forty responses were excluded due to ineligibility and/or poor response quality.

RESULTS

Two unique customer archetypes were developed using five factors identified in the data set: Physician Trust, Sociability, Comfort Buying Online, Verify Sources, and Reliance on Others. Eighty-four percent of respondents chose an in-person pathway for hearing health care. There was no association between customer archetype and pathway selection choice.

CONCLUSIONS

The two archetypes reflect those with greater comfort with consuming health care online and in person, respectively. However, both archetypes are likely to use in-person models of hearing health care at the present time.

SUPPLEMENTAL MATERIAL

https://doi.org/10.23641/asha.24431212.

Centering on People: How Hearing Care Professionals Can Adapt to Consumers' Need and Outcomes

Audiology is experiencing exponential growth in technology, service, and provision options. These advancements give hearing care professionals the opportunity to revise, potentially improve, and adapt to the modern hearing care landscape to better serve the modern consumer. Consumer needs guide care planning and delivery, with the goal of achieving outcomes that are important to both the consumer and the clinician. The changes available to the hearing care industry can also enable consumers' needs to be identified and served in a more holistic and personalized manner than has previously been possible. The purpose of this article is to explain and encourage hearing care professionals to adopt a mindset of doing whatever is reasonable and clinically appropriate to meet the need and desires of the consumer by implementing choice in service, technology, and channel across whichever model of care adopted by a provider.