Traditional reliance on statutory p

Traditional reliance on statutory provision of eALT has meant that products have conventionally been designed to keep cost low, at expense of personalisation and aesthetics. Thus, some eALT products are associated with ‘being old,’ and carry an associated stigma (Which? 2009 Ripat and Woodgate, 2010; Day and Hitchings, 2011; Greenhalgh et al., 2013; Ziefle and Schaar, 2014). Complexity of devices and fear of technology amongst older people has also been reported as discouraging people from eALT products and services such as telecare and telehealth (DeJonge and Rodger, 2006 Day and Hitchings, 2011).
Much of the research regarding older people's perceptions of eALT focused on the ‘oldest old,’ and few studies have explored the views of younger older people, who may be experiencing health related difficulties for which eALT might be a solution, but are also likely to have disposable income which they are willing to spend (AgeUK, 2010). The Consumer MODels of Assisted Living (COMODAL—see www.comodal.co.uk) research specifically sought to explore the views of younger older people and their propensity to engage with a private eALT market, with a view to supporting the development of a consumer market. A series of focus groups conducted as part of the COMODAL study (COMODAL, 2014) supported the findings described above, that barriers to eALT purchase include cost, stigma, lack of information, lack of perceived need, and not knowing where to buy a product. Enablers, those factors that encourage the purchase of eALT included; better awareness, increased information, normalisation, positive images of eALT in use, TV and media campaigns, improved design, value for money, positive perceptions of eALT amongst peers, and a belief that eALT will make a difference. Importantly, the majority of participants in these focus groups were supportive of a consumer market for eALT, and stated they would be willing to purchase eALT privately (Ward and Ray, 2011; Woodcock et al., 2013; COMODAL, 2014). To explore ways of overcoming these barriers and of facilitating the enablers for information needs, decision making and purchase that younger older people desired, the research sought to enable younger older people and industry participants to shape a new approach to the eALT market. This article describes the work carried out and discusses the shared vision developed. The work was carried out by the Health Design & Technology Institute (HDTI) at Coventry University, together with project partners AgeUK and GrandparentsPlus, and funded by the Technology Strategy Board (now InnovateUK).