In the United States, approximately 15% of adults (37.5 million) aged 18 and over report some trouble hearing.

The National Institute on Deafness and Other Communication Disorders (NIDCD) also reports:

• Age is the strongest predictor of hearing loss among adults
• About 2 percent of adults aged 45 to 54 have disabling hearing loss. The rate increases to 8.5 percent for adults aged 55 to 64. Nearly 25 percent of those aged 65 to 74 and 50 percent of those who are 75 and older have disabling hearing loss.
• Men are almost twice as likely as women to have hearing loss among adults aged 20-69.
• Non-Hispanic whites are more likely than adults in other racial/ethnic groups to have hearing loss; non-Hispanic blacks have the lowest prevalence of hearing loss among adults aged 20-69.

The World Health Organization (WHO) provides global statistics on the prevalence of deafness and hearing loss.

Information on the use of signed and spoken communication methods among individuals with hearing loss is much less well defined. We know that most people with hearing loss use spoken language for communication, primarily because their hearing loss occurred in their adult years, long after they acquired language.

In the United States, an estimate from the early 1970s suggests that as many as 500,000 people of the more than 37.5 million with hearing loss communicate using American Sign Language (ASL) at home. This estimate has not been updated mainly because neither census nor health surveys since then have included questions on the use of ASL¹.

¹ Mitchell, R. E., Young, T. A., Bachelda, B., & Karchmer, M. A. (2006). How Many People Use ASL in the United States?: Why Estimates Need Updating. Sign Language Studies, 6(3), 306–335. http://www.jstor.org/stable/26190621

Language and words related to identity matter and can be tricky to know how to use. Sometimes you must make a judgment call about how you address identity and which related words you choose to use. While you may not satisfy everyone’s preferences, you can become familiar with terms that are generally accepted within the community, as well as those that are not.

Some individuals consider themselves members of the Deaf community, with a unique culture and language. These individuals typically use sign language as their primary language and consider deafness a difference of experience rather than a limitation. Members of the Deaf community may identify as “deaf or hard of hearing.” The word deaf is capitalized (Deaf) when referring to this community to reflect and recognize the shared culture and experiences of its members.

Other individuals view their identities differently. These individuals prefer to or may only communicate using spoken language and are strongly interested in maximizing hearing through personal and assistive technology use. They are more likely to be people who developed their hearing loss as an adult; hence they tend to use people-first language and identify as “people with hearing loss.” Hearing status and communication preference are not necessarily related to their identity in the same way or to the same degree as they are for members of the Deaf community. 

As with everything, there are exceptions to these generalizations. Some people may consider themselves members of the Deaf community, use hearing technologies and switch between the use of sign language and spoken communication depending on the situation. Using "individuals with hearing loss, deaf, and hard of hearing" as the language and words in your communications with consumers you want to recruit bridges the various constituencies within this diverse community. 

Likewise, there are terms that are generally either considered offensive or inappropriate by this community. We suggest you avoid using the term "hearing impaired." We also suggest you avoid the term "normal" hearing. Instead, we suggest simply using the term "hearing" if you are interested in recruiting hearing individuals along with individuals with hearing loss and deaf or hard of hearing individuals for your product development and testing work.

If you are working with a particular consumer organization, such as the Hearing Loss Association of America (HLAA), the National Association of the Deaf (NAD), or Telecommunications for the Deaf and Hard of Hearing, Inc. (TDI), they can provide guidance with regard to identity terminology and the communication preferences of their constituents. The best practice, because each consumer is a different individual, is to directly discuss with participating consumers their communication access needs and preferences for the particular meeting or event you are hosting.

In some cases, companies may provide specific communication access services to all participants in a research or testing event. For example, a company may provide automatic speech recognition (ASR) captioning for all participants if they are doing interviews over a videoconferencing platform, such as Zoom or Microsoft Teams. If you feel a provided access service does not meet your communication needs, you should make sure to state this upfront when inquiring about a recruitment opportunity. In other cases, a company may provide communication access services upon request, but the service must be requested by participants in advance of the research or testing event.

While ICAAT believes it is the responsibility of the event host to provide communication access services, it is the responsibility of participants to make their communication access needs known as early as possible. Communication access services can take time to arrange so making your need(s) known as soon as possible is important.

ICAAT provides companies with practical information on various communication access options for people with hearing loss and the best practices for implementing them. Communication access usually involves the provision of one or a combination of the following technologies and services: real-time captioning, assistive listening systems, or sign language interpretation. Equally important is setting communication ground rules for all participants about what is expected of them to support effective communication. If you are unfamiliar with or want to learn more about any of these technologies, services, or practices, you can read the Co-Design Essentials page for Industry on Communication Access.

Hearing Loss Association of America (HLAA) is a consumer organization and partner in ICAAT. HLAA provides information and education about technology that can benefit people with hearing loss. HLAA has a strict policy of non-endorsement of goods, products, and services.

Individual consumers participating in ICAAT are prohibited from using the names, logos, or images associated with ICAAT and its partner organizations (HLAA, Gallaudet University, and AIR) via any media, including written testimonies, social media, in photos or videos to suggest or imply endorsement by these organizations in personal representations about goods, products, or services tested or encountered through association with ICAAT.

What is informed consent?

Informed consent means that before the research starts,

• you have received all the important details about the research in clear, understandable language,
• you have enough time and opportunity to ask questions and receive clarification, so you fully understand the details of the research, and
• you freely decide whether to participate in the research.

What important details about the research should I receive?

• An explanation with enough detail so you understand the purpose and objectives of the research.
• A description of the activities you will complete and how long those activities are expected to last.
• A description of benefits, if any, that you might reasonably expect from participation in the research.
• A description of risks or discomfort, if any, that you might reasonably expect from participation in the research.
• A statement about how your information and data will be recorded (for example, written, photographic, audio, or video), stored, and used.
• A statement about how your privacy and the confidentiality of your information and data will be handled.
• Information about whether you will receive compensation for your time, expenses incurred, experience, and perspective and what form compensation will take.
• Contact information for a person who can answer any questions, provide clarification, and with whom you can easily and quickly communicate about the research.
• A way for you to consent (for example, by signing a form) to participating in the research.

How will I receive the important details about the research?

        You can receive these details in several ways. For example, you might receive the information through face-to-face contact, videoconference, email, mail, telephone, or video.  To ensure informed consent, the important details about the research often are provided using a written informed consent form that you sign and date. If you have signed an informed consent form to participate in research, you should receive a copy of it, so you can refer to the form at any time.

        Written informed consent forms have several advantages. They provide written documentation. The copy you receive ensures you know what you signed and who to contact about the research. Written forms also provide evidence that the researchers have thought through the important details about the research, and all participants receive the same information.

        It is important to note that even if you have signed a form or provided consent in another way, you can change your mind and withdraw anytime, for any reason, or for no reason at all.      

When working with a company whether you are participating in market research, product testing, or some other activity, it is possible the company may require that you sign a non-disclosure agreement or NDA in order for you to participate. NDAs are commonplace business documents companies use to protect any valuable or sensitive information they may provide from becoming public or shared with their competitors.

Non-disclosure agreements are legal documents. They are written contracts that are intended to be enforceable by law, so they should be taken seriously. If you are asked to sign an NDA by a company, you should read the document carefully and ensure that you fully understand your responsibilities described in the agreement. If there is something you do not understand or want more information about, you should seek clarification or ask questions before signing the NDA.

Non-disclosure agreements can take a variety of forms, contain various elements, and have different levels of complexity. However, all non-disclosure agreements have several elements in common. NDAs should:

• include the names of the parties who are involved in providing and receiving the confidential information.
• clearly identify the information that you must keep confidential
• specify when the agreement ends
• describe the consequences if you do not keep the information confidential

The bottom line...

Make sure you understand any document you are asked to sign before signing it. If you sign an NDA, do not share the confidential information you receive from the company with others for as long as the non-disclosure agreement is in effect.

5 Tips for Writing a Product Review

1) Provide Context

Part of interpreting product feedback is understanding who is giving the feedback. Provide enough information so that a developer can better understand you and your technology use. Indicate whether you are a new or experienced user of any relevant technology. If you’re an experienced user, describe the frequency and extent to which you have used the technology. It can also be helpful to indicate both your confidence and comfort with the technology used.

For example, instead of saying this:

I’m a hearing aid wearer.

Say something like this:

     I’m a successful, long-time (+10 yrs) hearing aid user. I wear my two behind the ear hearing aids all day, every day. Until very recently I haven’t needed to use any assistive technology in combination with my hearing aids. While I’m comfortable using the technology I own, I’m not confident I’m making the best use of the technology I have.

2) State your Goals

Describe why you wanted to purchase the product and what your goals are for using it. Discuss your needs and wants and explain the problem you wanted to solve. What are you trying to accomplish?

For example, instead of saying this:

I need to hear better at work.

Say something like this:

I recently began having more issues hearing in group settings with just my hearing aids. The daily morning stand-up meetings at my company have become more challenging, as have dinners out with family or friends when there are more than 3-4 people in the group. I purchased this remote microphone to hear better in both situations so I can participate more, with more confidence.

3) Be Detailed and Specific

Describe the product and how you are using it in detail. Be specific by providing the make and model of the product you are reviewing, along with any software versions used for operating the product. If you are using the product in conjunction with another product, make sure you provide the same detailed and specific information for all the technologies that are working together.

For example, instead of saying this:

I purchased the BestEver remote microphone.

Say something like this:

   I purchased the BestEver remote microphone model xyz and use it with my BestEver hearing aids model xyz. I pair the microphone with my hearing aids using Bluetooth. The pairing process is easy and quick to do. Then I only need to place the microphone near what I want to hear. At work meetings, I put it in the center of the table where we meet. For group dinners, I also place it in the middle of the table.

4) Keep it Personal and Honest

Include your personal thoughts about and experiences with the product without generalizing. Speak for yourself; don’t assume all users will share your thoughts and experiences. Point out what you would consider both positives and negatives of the product. While it’s important to be honest, it’s also important to be objective by providing the reasons behind your opinions.

For example, instead of saying this:

The remote microphone works for me sometimes and not others.

Say something like this:

   The remote microphone works best for me in smaller groups of 6-10 people who are sitting around a table. In this situation, everyone’s speech sounds crisp and clear. If I’m in a larger meeting space for work and there’s a presenter, I put the remote microphone near the speaker but that means I may not hear people who are farther away nearly as well if they ask questions or have comments. I’ve also almost walked out of a meeting and forgotten to take the remote microphone with me. I’d love if there was some kind of alert, maybe through an app that lets me know my remote microphone is out of range. I’m not sure I’d want to receive the alert through my hearing aids though.

5) Give a Recommendation

Provide a response to this question at the end of your review: “How likely is it that you'll recommend this product to a friend or colleague who has the same goals for the technology as you do?” One way you can respond is by using a number from 0 to 10, where 0 means you are not at all likely to recommend the product and 10 means you are extremely likely to recommend the product. Explain your recommendation.

For example, instead of saying this:

I might recommend this remote microphone given it’s not too expensive.

Say something like this:

   For someone with the same hearing needs as I have, I’d recommend this remote microphone with caution (7 out of 10). It has generally helped me address the problems I’ve been having at work and gatherings with family and friends. However, there are limits to how effective it is when I’m trying to hear people in larger spaces, but these situations happen less often. The benefit I receive is worth the cost of the device, but there are things that could be improved that would increase my satisfaction.

Now Compare

Each example above has been used to create two full reviews so it is easier to compare the different styles.

Review 1

I’m a hearing aid wearer and need to hear better at work so I purchased the BestEver remote microphone. It works for me sometimes and not others. I might recommend this mic given it’s not too expensive.

Review 2

I’m a successful, long-time (+10 yrs) hearing aid user. I wear my two behind the ear hearing aids all day, every day. Until very recently I haven’t needed to use any assistive technology in combination with my hearing aids. While I’m comfortable using the technology I own, I’m not confident I’m making the best use of the technology I have.

I recently began having more issues hearing in group settings with just my hearing aids. The daily morning stand-up meetings at my company have become more challenging, as have dinners out with family or friends when there are more than 3-4 people in the group. I purchased this remote microphone to hear better in both situations so I can participate more, with more confidence.

I purchased the BestEver remote microphone model xyz and use it with my BestEver hearing aids model xyz. I pair the microphone with my hearing aids using Bluetooth. The pairing process is easy and quick to do. Then I only need to place the microphone near what I want to hear. At work meetings, I put it in the center of the table where we meet. For group dinners, I also place it in the middle of the table.

The remote microphone works best for me in smaller groups of 6-10 people who are sitting around a table. In this situation, everyone’s speech sounds crisp and clear. If I’m in a larger meeting space for work and there’s a presenter, I put the remote microphone near the speaker but that means I may not hear people who are farther away nearly as well if they ask questions or have comments. I’ve also almost walked out of a meeting and forgotten to take the remote microphone with me. I’d love if there was some kind of alert, maybe through an app that lets me know my remote microphone is out of range. I’m not sure I’d want to receive the alert through my hearing aids though.

For someone with the same hearing needs as I have, I’d recommend this remote microphone with caution (7 out of 10). It has generally helped me address the problems I’ve been having at work and gatherings with family and friends. However, there are limits to how effective it is when I’m trying to hear people in larger spaces, but these situations happen less often. The benefit I receive is worth the cost of the device, but there are things that could be improved that would increase my satisfaction.

Sometimes products and services are entering an already established market, and companies hope to distinguish what they sell from their competitors by providing different or more appealing options to consumers.

The American automotive company, Fiskar, entered the electric vehicle market with the express goal of having four completely unique or best-in-class features in every one of their new cars.

At other times, new offerings represent an improvement to an already existing product or service in an established market. This type of new product and service development can help companies stay competitive through incremental improvements over time.

Apple holds an annual conference that has become a launching pad for its new software and hardware product developments.  

Other new developments involve products and services that disrupt already existing markets or involve a technological breakthrough that creates a new market.

The Apple iPod disrupted the market for traditional music players when it was introduced in 2001. And Netflix’s video streaming service created a new market that effectively put the movie rental market out of business.  

Regardless of whether new products and services fit into or disrupt an already existing market or create an entirely new market, best practices for new product development involve three (3) key phases leading up to product launch.  

1) Idea Generation and Screening

During this initial phase, a company generates many concepts and ideas regarding a new product or service. This phase lays the groundwork for the subsequent phases. The ideas generated guide the overall process of product design and development.

New ideas come from sources both internal (management, research and development teams, employees) and external (customers, market research, experts in the field) to the company. The key elements to generating worthwhile ideas include:

• understanding the target audience
• identifying the customers’ needs
• knowing the competition.

Ideally, a company needs to understand the human story behind its target audience. The issues and unmet needs of the consumer must be well described in order to be solved.

The generated ideas go through a screening process to filter out a few viable ones, eliminating those that are not technically feasible or too costly. External factors also influence a company’s final decision, such as market potential, regulatory requirements, and manufacturing considerations. One idea with the highest potential for success is chosen.

2) Concept Development and Testing

Rough sketches or digital models are created to visualize the selected product idea. A detailed design concept of the product is developed, including features, functions, aesthetics, and branding. Complete versions of user stories for the product are also generated.

Tests are then conducted with the target audience to gather feedback and identify potential improvements. Designs are created and recreated based on this testing and feedback, which ensures that problems are discovered sooner, and changes can happen earlier.

At the same time, the company will undertake a business analysis. Market research, risk assessment, and financial projections are conducted. Analyses of the results provide an understanding of the potential costs, revenues, and profitability of the product idea.

3) Product Development and Testing

When the new product design concept is in place, a prototype or sample of the product is developed for testing and validation. During this phase, design and engineering are involved to develop a basic, functional first version of the product for market testing. Other important development considerations include incorporating accessibility features - a key goal of ICAAT - and ensuring the product design complies with relevant regulations and standards.

Once a viable product is developed, market testing is used to evaluate its performance and functionality, as well as consumer experiences with the product. The test results and consumer feedback are incorporated throughout the ongoing development process. The product also may be introduced to a limited number of consumers in the target audience to assess its performance in a real-world setting, gather additional feedback, and identify other necessary adjustments.

Based upon all the testing results, a company will decide whether to begin large-scale production and commercialization of the product for release into the market. Detailed documentation and guidelines for consumer use will be created, and full-scale production, distribution, and marketing plans will be implemented to make the product available to consumers.

Our practical information touches on various topics, including a description of new product design stages, tips for writing your own product review, a discussion of how confidential information about a product as well as your own personal information may be handled, what to know about making sure your communication access needs are met, and expectations around endorsements.

• Understanding New Product Development
• How to Provide a Product Review
• What's an NDA (Non-Disclosure Agreement)
• Consent & Personal Data Usage
• Communication Access: What to Know
• Endorsements