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Ecological Momentary Assessment (EMA) is valuable research method for evaluating the real-world performance of novel computational algorithms and device technologies, addressing the shortcomings of objective metrics and laboratory assessments. Our customisable, cloud-connected smartphone app, NEMA, gathers repeated self-reports and related acoustic features in users' natural environments, providing personalised insights on how specific technologies impact daily activities. NEMA has proven effective in assessing the real-world performance of novel hearing aid algorithms and features, while also improving our understanding of the challenges faced by those with hearing loss which drive new developments. This paper outlines NEMA's innovative features designed to facilitate efficient data collection and presents findings from a recent clinical trial where NEMA played a key role in providing real-world evidence of user benefits for a medical device seeking FDA approval.