Case study
Speech-Generating Devices: Mapping the Advanced AAC Market
A company researching the global augmentative and alternative communication (AAC) market wanted to understand the advanced end of the category: speech-generating devices, hardware and software, used by people who cannot rely on natural speech. BTHT sourced former and current employees of leading AAC companies, along with speech-language therapists who prescribe these devices in the US and Germany. The calls covered market size, adoption, the main players and how purchasing criteria differ between end users and prescribers.
- Global
- US
- Germany
- MedTech
- Digital Health
CHALLENGE
The client needed a structured view of a market that serves users with conditions such as autism, cerebral palsy, ALS, stroke and aphasia. It needed to understand market size and adoption, technology trends, the competitive set, and how buying decisions differ between the people using the devices and the clinicians who prescribe them. The timeline was urgent.
BTHT APPROACH
BTHT built the panel around the two sides of the decision. Former and current staff of the main AAC companies came first, with one leading player limited to former staff only. Speech-language therapists with extensive prescribing experience in the US and Germany followed, each screened for knowledge of the main competitors. The client's exclusions were applied throughout. The expert calls covered:
- Size and structure of the AAC market by region
- Adoption, awareness and growth drivers
- Hardware and software trends, and technological differentiators
- How the main players compare on reputation and positioning
- Purchasing criteria from the user and the prescriber perspective
OUTCOME
The client received a two-sided view of the advanced AAC market, from people who build, sell and prescribe these devices.
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