WSA has announced the launch of its new Sound Preference program, a research-backed initiative designed to help hearing care professionals better understand how individual sound preferences influence hearing aid adoption and long-term satisfaction.
The program combines new research, clinical tools, and educational resources aimed at integrating sound preference into the hearing aid fitting process—an area that has historically been guided primarily by audiometric data and best-practice fitting protocols.
Addressing a Persistent Gap in Hearing Aid Adoption
Despite ongoing advances in hearing technology, adoption and consistent use remain ongoing challenges. A 2023 meta-analysis found that only 62% of hearing aid users regularly wear their devices,1 while broader adoption among individuals with self-reported hearing difficulty remains below 40%.2
According to WSA, these figures highlight a gap between technically successful fittings and real-world user satisfaction—one the Sound Preference program aims to address.
“Hearing care professionals understand that successful fittings require more than matching a device to an audiogram,” said Lise Henningsen, Head of Audiology Evidence & Validation at WSA. “This program provides research, language, and tools to help explore how patients experience sound more directly.”
Why Sound Preference Matters
WSA’s research suggests that up to 40% of listeners demonstrate a strong and consistent preference for one sound design over another.3
For many clinicians, this concept aligns with long-standing real-world experience. Even when fittings meet target and follow best practices, patient satisfaction is not always guaranteed.
“We’ve all met those clients where we do everything by the book… and it doesn’t result in joy. It results in ‘I’m not happy with this—it sounds strange,’” Henningsen said.
In some cases, patients with technically accurate fittings may still struggle until a different sound processing approach is introduced.
“We inspect the fittings. They’re good on every mark… but when we switch to a different sound design, suddenly everything changes. Shoulders drop, and the patient relaxes.”
Dr. Robert “Bob” Traynor noted that this is one reason many clinicians have traditionally worked with multiple manufacturers in practice.
“Clinicians often work with multiple brands—I did the same in practice—because each one approaches sound a bit differently, and what isn’t the right match for a patient often shows up in repeat visits for adjustments.”
This helps explain why patients with similar audiograms can report very different experiences with the same device—an observation that has historically been attributed to subjective factors, but is now being explored more formally through research.
“I’ve seen too many clients with similar audiograms choose completely different sound profiles for this to be coincidence,” Henningsen noted.
WSA’s findings suggest that sound preference may represent a distinct and measurable dimension of the hearing experience—one that operates alongside traditional clinical metrics such as audibility and intelligibility, but can significantly influence long-term satisfaction and device use.
Two Distinct Sound Profiles
The research identifies two broad categories of sound preference: one that preserves the full acoustic environment and maintains balance between speech and background sounds, and another that emphasizes speech and reduces background noise to improve understanding in complex environments.
Andrew Bellavia and Melanie King Hecker trying the Sound Preference tool at WSA headquarters during visit in March 2026
Importantly, WSA found that these preferences cannot be predicted by age, lifestyle, or demographic factors.3
Integrating Preference Into Clinical Practice
The Sound Preference program introduces tools designed to support more structured conversations around sound preference during consultations.
One such tool is a short listening-based assessment that presents patients with paired sound samples to identify preference patterns. The process can be completed prior to the fitting appointment and used alongside traditional diagnostic data.
“This doesn’t replace best practices—it builds on them,” Henningsen explained. “We still need to ensure audibility and intelligibility. But how we deliver that matters for the individual.”
WSA reports that in a survey of 150 hearing care professionals in the U.S. and Germany, 85% agreed that no single hearing aid solution is optimal for every patient.3
Potential Impact on Outcomes
Beyond improving satisfaction, WSA suggests that incorporating sound preference could influence broader outcomes such as reduced follow-up visits, lower return rates, improved long-term device use, and higher conversion from initial consultation to adoption.
The approach may also help shift patient engagement earlier in the process.
“After trying the Sound Preference tool, my top takeaway is that it provides the context for having a conversation with patients about what to expect when wearing devices for the first time. Even if they don’t have a clear preference, they have become more invested in the selection of their device. For those that do, I expect that prescribing a properly-fitted hearing aid with the sound they prefer will increase the chance of a successful outcome.”
–Andrew Bellavia, Founder, AuraFuturity, Co-Host, This Week in Hearing
Henningsen also pointed to broader industry challenges around early drop-off in the hearing care journey.
“About 50% of people who start a hearing journey drop out before getting hearing aids,” she said. “If sound experience is one of the key drivers, then we need to rethink how we begin that journey.”
Ongoing Research and Future Direction
To further validate the approach, WSA is conducting multiple studies, including collaborations with University of Washington and Vanderbilt University, exploring the role of sound preference in acclimatization, effects on patient mood and perception, and the impact on clinical workflow and efficiency.
An independent scientific advisory board will also be established to guide ongoing research and help shape future studies.
A Shift Toward More Individualized Care
While personalization has long been a core principle in audiology, WSA positions sound preference as a measurable and actionable dimension that could help clinicians better align technology with patient experience.
“The matching of hearing loss, technology, and the individual—that’s where the magic happens,” Henningsen said.
The Sound Preference program will roll out globally beginning April 20, 2026, with resources made available to hearing care professionals worldwide.
Further Exploring Sound Preference in Hearing Aid Fittings
For additional insights from Bob Traynor’s visit to WSA headquarters, including a deeper discussion on sound preference and clinical application, check out the full episode here:
References
1 Marcos-Alonso, S., Almeida-Ayerve, C. N., Monopoli-Roca, C., Coronel-Touma, G. S., Pacheco-López, S., Peña-Navarro, P., Serradilla-López, J. M., Sánchez-Gómez, H., Pardal-Refoyo, J. L., & Batuecas-Caletrío, Á. (2023). Factors Impacting the Use or Rejection of Hearing Aids—A Systematic Review and Meta-Analysis. Journal of Clinical Medicine, 12(12), 4030.
2 MarkeTrak 2025: Consumer Perspectives on Hearing Health in an Evolving Market.
3 Balling, L. W., Jensen, N. S., Nielsen, M., Best, S., Lelic, D., Marmel, F., & Engelund, G. (2026). Sound preference as a measurable dimension in hearing aid fitting: Evidence from comparisons of time-domain and frequency-domain processing. WSA Whitepaper.
