Recognising that a need exists
The impetus to begin the consumer journey to purchase eALT is most likely to be triggered by the recognition of a reduction in ability, or an increase in disability (see Fig. 1 for data output). However, it does not have to be the person themselves who recognises the need—family, friends, carers or GPs may bring up the subject first. Other triggers (in order of importance) include: awareness of products which may provide a solution, carers or family members noticing changes in behaviour, isolation, suggestion of need by a doctor, discharge from hospital, current solutions or products becoming ineffective, and wanting to sustain independence. Further, 50–70 year olds must also recognise that eALT could be the solution to their recognised need, and indeed the second most cited trigger to begin the consumer journey was awareness of products or services which may help. Conversely, awareness of eALT may also hinder the consumers' journey, where they perceived the products to be stigmatising, due to poor design or marketing, and as preventing them from beginning stage 2—finding further information. It was felt amongst the participants that improved design and improved awareness of eALT amongst health and social care professionals and members of the public could make people more likely to recognise changes in ability in a more positive manner, and to begin to consider eALT as a potential solution to maintaining their independence. There was congruence between the views of both the consumers and the industry representatives with regards triggers to recognising that a need exists, and the agents involved in this process.