“We were very impressed with the Cascade method. It is highly comprehensive, thorough and takes market research information a step beyond what more traditional methods can provide. It was highly recommended to us as a proven and powerful research tool, and it lived up to all of our expectations and more. It is ideal for getting to the heart of consumer choices, behavior and lifestyle patterns. It is certainly a top choice for our market research purposes.”
- Marilee J. Potthoff, Director of Marketing, House Ear Institute

More and more young adults, between the ages of 12-22, suffer from noise-induced hearing loss. The professionals at House Ear Institute (HEI), dedicated to helping people of all ages protect their hearing, wanted to discern what messages, communication avenues, tools and methods could best help this vulnerable community preserve its hearing for life.

Members of HEI and its affiliate organization, Sound Partners, participated in initial interviews designed to identity what questions and ideas warranted exploration in this study. Using the Cascade^® research method to interview 360 young adults in the Phoenix area, Hamlin Harkins, Ltd. identified the most powerful messages to encourage young adults to both learn about how to protect their hearing and to adopt healthy listening practices. HEI and Hamlin Harkins, Ltd. worked as a team to craft specific, creative actions to create both education and responsible self-care for this vulnerable group.

• In one year, awareness about noise-induced hearing loss and what to do to protect hearing increased 49%.
  
  
• In six months, attitudes about taking responsible action to protect hearing increased 16%.
  
  
• Use of HEI's educational website for education and hearing protection increased 48% in six months.