CONSUMER PREFERENCES FOR ATs HIT THE MARKETPLACE
Marcia J. Scherer, Ph.D., Sr. Research Associate
Center for Assistive Technology
University at Buffalo
515 Kimball Tower
Buffalo, NY 14214
Voice: (716)829-3141
TDD: (800)628-2281
Internet: mscherer@acsu.buffalo.edu
Douglas Usiak, Executive Director
Western New York Independent Living Center
3108 Main Street
Buffalo, NY 14214
Voice/TDD: (716)836-0822
Internet: visdu@ubvms.cc.buffalo.edu
Web Posted on: December 12, 1997
The Rehabilitation Engineering Research Center on Technology Evaluation and Transfer (RERC-TET) is partnering with assistive technology manufacturers, vendors, and consumers to get better products in the marketplace. RERC-TET evaluates devices submitted by inventors by having consumer focus groups assess their current and potential value. Then the RERC-TET marketing and technical teams evaluate the products and, if warranted, negotiations with manufacturers are begun.
A separate RERC-TET initiative was begun in 1995 that involved having consumer focus groups throughout the U.S. identify general expectations of ideal products in fourteen ABLEDATA device categories. Since April 1, 1996, four focus groups of 12-15 consumers each, representing varying geographical regions within the U.S., met to discuss detailed characteristics of devices in the ten product categories (from the fourteen evaluated in 1995) that consumers judged to be in most need of product improvement.
The ten device categories consumers discussed in 1996 focus groups are as follows:
- 1. Manual wheelchairs
- 2. Wheelchair cushions
- 3. Wheelchair tires
- 4. Tie-downs and restraint systems
- 5. Battery Chargers
- 6. Van lifts and ramps
- 7. Portable ramps
- 8. Voice output systems
- 9. Voice input systems
- 10. Workstations
Consumers had a minimum of three years experience using the product they evaluated.
Method
Each focus group was conducted by the same moderator and according to the same format. The devices categories were discussed according to eleven criteria regarding the product characteristics of:
- Reliability
- Effectiveness
- Operability
- Durability
- Affordability
- Physical comfort/acceptability
- Ease of maintenance/repairability
- Securability
- Learnability/assembly
- Portability
- Physical security/safety
Survey statements were extracted from each 1996 focus group and assembled into an ideal product questionnaire. During 1996, surveys were completed by at least 100 consumers throughout the U.S. on five of the ten device categories:
- 1. Manual wheelchairs
- 2. Wheelchair cushions
- 3. Wheelchair tires
- 4. Tie-downs and restraint systems
- 5. Battery Chargers
The consumers read each survey statement and rated how strongly they agree it is a characteristic of the ideal product according to a seven-point scale ranging from "strongly disagree" to "strongly agree. " Survey data analyses focused on the highest rated statements within the eleven criteria and the rank order consumers gave the criteria. Analyses of statements were also done free of criteria headings. At least 100 consumers will complete surveys on the other five product categories in 1997.
Results
Consumers want to be actively involved in the evaluation and selection of assistive technologies and to determine the needs they want met and what solutions are most appropriate for those needs. Consumers want to exercise choice and have products adapt to their preferences; not vice versa.
Beyond product selection, consumers say they want a more active role in the maintenance and care of their products. Yet, in many instances they believe they are denied that opportunity. They view such information as quality instructional and maintenance manuals as empowering them with the care of an important part of their ability to function independently. Secondly, this information gives them the right to make choices for themselves. This does not necessarily mean they want to get out the tool box and start to dismantle the product on their own. But they do want the option. They at least want to know what work needs to be done to maintain a product and whether it is a maintenance issue they can handle on their own. And if a product needs to be sent out for repair work, they want to be assured that a back-up product is available to use in the meantime.
Warranty issues were another major concern of the consumers surveyed by RERC-TET. The majority of what they were asking for is readily available from most manufacturers and is further supported or supplemented by the guarantees offered by the retailer, but consumers are often unaware of what is covered. It seems this information is routinely lost in the process.
Whenever we purchase a major product such as a television or car, we want to know what the warranty period is and we are interested in where and how the after sales service is provided. We usually want to know what our options are for getting service work done and the reputation of the people doing it. Why would it be any different for the owner of a wheelchair? We found out that wheelchair owners are curious about the manufacturers of the wheelchairs they purchase. They want to know the reputation of the manufacturer and the reputation of the dealer, just as most of us want to know the reputation behind a particular brand of television, its manufacturer and those who can service it.
Conclusion
What do consumers most value? Being empowered. Knowing about their options. Having the information that will help them make better purchasing decisions. Once the decision to purchase has been made and the transaction complete, consumers want to know how to maintain the product.
RERC-TET's in-depth analyses of the important characteristics consumers assign to five "ideal devices" in the product categories studied reveal that most current products in the marketplace fall short of the ideal. RERC-TET is working to partner with manufacturers and vendors to use the specific product requirements we obtained for each device to get better and more desired and preferred products to end users. RERC- TET will also disseminate these findings to consumers who can use the information to make product comparisons, and ultimately, better product selections.
Acknowledgments
The Rehabilitation Engineering Research Center on Technology Evaluation and Transfer (RERC-TET) is supported by the National Institute on Disability and Rehabilitation Research, U.S. Department of Education.