Findings of the COMFORTage Market Surveys

To support the market analysis activities of the COMFORTage project, Q-PLAN carried out three targeted online surveys across eight European countries: Romania, Greece, Spain, Italy, Poland, Slovenia, Cyprus, and the United Kingdom. The surveys reached three core user groups: the general public (305 responses), healthcare providers (177 responses), and developers of dementia and frailty management solutions (98 responses). The results offer valuable insights that help steer the COMFORTage platform in the right strategic and operational direction.

The findings are presented across key thematic areas, ranging from usage patterns and perceived value to engagement, pricing, and systemic barriers, offering a structured overview of user needs and priorities that can inform the strategic direction of COMFORTage.

Usage Patterns and Satisfaction

Despite the growing availability of dementia-related digital solutions, uptake remains limited: only 1 in 5 respondents reported prior use, highlighting a significant gap between supply and user engagement. Among those with experience, cognitive health interventions received the most favorable feedback, with 2 in 3 rating them as Above Average or Excellent. In contrast, physical and mental health interventions showed the highest dissatisfaction, indicating clear opportunities for improvement in these areas.

Healthcare providers showed a similar trend, with only 1 in 6 reporting the use of AI-powered dementia tools. Cognitive health management and educational materials were rated most positively, while assistive support, physical health, and mental health interventions were more frequently rated poorly. These shortcomings directly impact clinical workflows and care planning, underscoring the need for COMFORTage to address them as a priority to better support healthcare professionals’ operational needs.

Perceived Importance of Dementia- and Frailty-related Support Services

Respondents consistently valued preventive approaches, with 9 out of 10 identifying cognitive health interventions as very or extremely important. Mental and physical health services followed closely, while education and training materials, though slightly less prioritized, were still broadly appreciated. These findings strongly validate COMFORTage’s focus on non-pharmacological, preventive strategies, and align with global public health goals, including those set by Alzheimer’s Disease International:

Perceived Importance of Certification

There is broad support for certification: 3 out of 4 respondents consider it very or extremely important. This indicates that ISO-based certification is widely seen as a valuable quality benchmark for digital health tools, with minimal disagreement across user groups.

Perceived Engagement of Game-Based Interventions

Linguistic and AR-based games consistently achieved the highest engagement, suggesting that novelty, interactivity, and immersion are key to sustaining user interest. In contrast, traditional formats were less engaging, reinforcing the importance of sensory-rich design in serious game development for dementia support.

Challenges Faced by Healthcare Providers

Caregiver burden, particularly emotional strain, emerged as the most pressing challenge, with 9 out of 10 providers rating it as highly important. Communication difficulties and care coordination were also flagged by 8 out of 10 respondents, indicating that systemic and interpersonal barriers remain central concerns in dementia care. These findings point to a need for digital solutions that enhance human-centered care.

Reimbursement Awareness and Gaps

The reimbursement landscape is characterized by uncertainty: 1 in 2 healthcare providers reported being unsure about the reimbursement status of AI-powered dementia tools. Only 1 in 20 indicated full public reimbursement, and private sector support appears equally limited. These results highlight a critical awareness and policy gap, underscoring the need for COMFORTage to pursue alternative funding mechanisms and build evidence to support future integration into reimbursement frameworks.

Willingness to Pay for Services

While AI-powered solutions are seen as more advanced, this does not significantly influence willingness to pay. For both AI and non-AI solutions, the most common price range selected by the general public was €5–10/month. This suggests that AI features alone do not justify higher user investment unless paired with clear, personalized benefits and demonstrated cost-effectiveness.

Among solution developers, price sensitivity remains high. Most are unwilling to pay more than €1,000/month, and many cite a threshold closer to €500/month or less for services such as prelaunch evaluation, regulatory assessment, or benchmarking. However, 1 in 5 developers reported willingness to pay over €2,000/month for AI model training, reflecting a higher perceived value for technically critical components.

These patterns support the need for tiered pricing models, combining low-cost baseline access with premium options for investment-ready users. Strategic framing, clear return on investment, and alignment with real-world use cases will be key to shifting perceptions and unlocking broader demand.

Conclusions and Strategic Implications for COMFORTage

The survey findings consistently highlight the need for:

• A stronger emphasis on usability, particularly in physical and mental health-related features where user satisfaction is low;
• Clear communication of value and certification, to foster trust and support adoption across both public and private sectors;
• Flexible, tiered pricing models, tailored to accommodate varying capacities, from cost-constrained public institutions to investment-ready developers and companies;
• A proactive approach to funding and reimbursement.

These insights could inform the positioning, feature development, and stakeholder engagement strategy of the COMFORTage platform, ensuring it remains aligned with real-world needs and market conditions.

**Article written by Michail Mitsouridis and Maya Gerotziafa from Q-PLAN International, a key partner in the COMFORTage project.