It Is Not a Battery

It Is Not a Battery; It Is a Solution

A key finding from the observational and focus group research was that hearing aid batteries were difficult for the user to change, although this was an unarticulated problem. Users of hearing aids dealt with this problem all the time, so when they were asked if they had a problem changing their hearing aid batteries, they typically said no. It was a different story, however, when they were asked to describe or demonstrate the process.

Respondents frequently made comments like, ˜˜I always do it at the kitchen table, and I lay out a towel because I know I am going to drop the battery. They told stories about how many batteries they had lost in their pocket or purse. They described how they dropped hearing aid batteries because the oils on their hands made them slippery . There were several respondents who told how the battery slipped out of their hands, then added that once it was in the carpet, it was very difficult to find. Observations of people changing hearing aid batteries confirmed this difficulty.

For many of these elderly consumers, the difficulty of changing this very small battery was compounded by poor dexterity and poor eyesight. Some who had diabetes had lost the feeling in the tips of their fingers, which further complicated the problem. These people used the spin pack because they had no choice. It was obvious, however, that there was a need for a packaging solution that would assist the user in getting the battery from the package into the hearing aid.

The winning concept presented to respondents in focus groups was a package for a hearing aid battery that would make it very easy for them to change the battery. The solution that changed everything and separated Energizer from the competition was a revolutionary new dispenser that would help the user achieve precise placement of the battery every time without even touching the battery. What the research revealed was that it was not a different battery that was needed, it was a solution to a hidden but significant consumer negative.