In the News


February 21, 2024

“When I first saw these results, I felt more hope than I had in a long time for a pharmacological hearing loss solution,” enthused Nancy M. Williams, president of Auditory Insight. “This was both a professional and personal milestone for me.”

Hearing Review

March 27, 2023

“A fascinating project in 2022 was advising a hearing healthcare company on a market development strategy for genetic testing,” Williams notes. “We analyzed barriers to genetic testing by integrating the perspective of a diverse set of market stakeholders.”

Kaiser Health News

October 17, 2022

Nancy M. Williams, president of Auditory Insight, a hearing health care management consulting firm, said she reviewed eight major OTC hearing aid products, from $499 to $1,299…all eight allow the user to personalize the devices based on the results of their hearing test.

MedCity News

August 17, 2022

“We expect that the shape that the OTC hearing aid category takes, in terms of pricing and product design, will strongly influence the economics of the overall hearing aid industry.”

Harvard Business School Careers Blog

March 21, 2022

“My business has a deeply personal aspect for me: I have a progressive, genetic hearing loss. In addition to wearing powerful hearing aids (I was fitted with my first aid at age 12), I lip-read and use captioning in order to communicate effectively with others.”


March 4, 2022

Consumer electronics companies are turning their attention to hearing issues… As Nancy M. Williams concludes in Auditory Insight’s Q2 2021 research note, “By creating dialogue on noise levels, Apple is nudging consumers to consider their hearing health far more often and comprehensively than ever before.”

NBC News
August 23, 2021
“In a sense, you can say the OTC revolution is happening without the FDA, but the difficulty is it is happening more slowly than if the FDA issued its rules on time,” opined Nancy Williams, president of Auditory Insight.
May 19, 2021
Rather than using a hearing aid and potentially be subjected to some social stigma, those with some moderate hearing loss could rely upon the hearing amplification features of AirPods according to a study.
Markets Insider
May 18, 2021
“Traditional hearing aids use algorithms to amplify speech signals, but do not provide a noise cancellation mode,” explains Nancy M. Williams, president of Auditory Insight.
Hearing Tracker
February 04, 2021
Auditory Insight president Nancy M. Williams was the lead author of a study that looked at how hearing tests can best engage users. “You want to interact with a test that will explain your hearing loss in real-world conditions, in real-world terms,” she said.
Hearing Health & Technology Matters
August 20, 2020
Auditory Insight has released new research showing that despite booming consumer interest in online hearing testing, none of the leading tests consistently use best practices to encourage patients to pursue treatment with hearing aids.
Hearing Review
August 07, 2018
In an article published on the MedCity News website, Nancy Williams, president of Auditory Insight, discusses how the new rules for over-the-counter (OTC) hearing aids will affect the largest hearing aid companies.
The Philadelphia Citizen
February 23, 2017
Olive Devices plans to debut the FreeBell for between $300 and $500, a pittance for a Swiss Army Knife device in an expensive and constricted market. This, Williams says, could easily disrupt the stagnant hearing aid market.

Recent Press Releases

Full Press Release

February 21, 2024

Auditory Insight, a leading consultancy for the hearing healthcare industry, analyzes preliminary results for gene therapy clinical trials addressing deafness and hearing loss in its Q1 2024 Research Note.

Full Press Release
August 18, 2023

Far too often, the strategy development process in hearing healthcare neglects to analyze the consumer-patient journey.
“We believe that’s a mistake,” declares Nancy M. Williams, president of Auditory Insight.

Full Press Release
February 22, 2023

“We are unique among boutique consultancies for our laser focus on hearing healthcare,” asserts Nancy M. Williams, founder and president of Auditory Insight. “Our proprietary knowledge databases and extensive clinician networks translate into unmatched strategic insight.”

Full Press Release
August 16, 2022

“Executives frequently want to know the OTC hearing aid market size. The answer:
it depends,” counsels Nancy M. Williams, president of Auditory Insight. “A company’s product, targeted market segments, and relevant competitors all need to be considered.”

Full Press Release

March 15, 2022

“Instead of undergoing CI surgery, many patients contrive a workaround of hearing aids, lipreading, captioning apps, and sign language. But often they still struggle to hear,” explains Nancy M. Williams, president of Auditory Insight. “We wanted to understand patient barriers to cochlear implantation.”

Full Press Release

November 4, 2021

“The proposed rule should ensure that OTC hearing aids can perform well for not only people with mild hearing loss, but also for those with moderate loss. The potential market for OTC hearing aids would apply to the majority of people with hearing difficulties,” asserts Nancy M. Williams, president of Auditory Insight.

August 10, 2021


With an expected FDA ruling creating a new category of over-the-counter (OTC) hearing aids, treatment may become significantly more affordable for many. Auditory Insight’s market analysis shows that stigma may be among the greatest barriers to overcome regarding consumer hearing aid adoption, currently at 15%.

Full Press Release

May 18, 2021

“Traditional hearing aids use algorithms to amplify speech signals, but do not provide a noise cancellation mode,” explains Nancy M. Williams, president of Auditory Insight. “However, we believe that as consumers become more engaged in their hearing health, they will view on-demand protection to be as important as amplification.”

Full Press Release

August 20, 2020

“Online hearing tests are the gateway to care,” says Nancy M. Williams, lead study author and Auditory Insight president. “They have tremendous potential to shorten the lifecycle for treatment and increase patient satisfaction.”

Nancy M. Williams Expert Talks

Sound Health Network
September 13, 2023

Virtual Live Day

Creating Market Development in Hearing Healthcare
July 7, 2022
Future Ear Radio Podcast

BNP Paribas Exane
December 8, 2022
3rd Hearing Aids Conference
BNP Paribas Exane
December 14, 2021
2nd Hearing Aids Conference

Nationwide Children’s Hospital
December 7, 2021
Sertoma Guest Lecture

Kepler Cheuvreux
June 7, 2021
Fireside Chat for Institutional Investors
BNP Paribas Exane
December 18, 2020
Listening to the Leaders, 1st Hearing Aids Conference