WSA has unveiled a new global initiative aimed at helping hearing care professionals better understand how individual sound preferences influence hearing aid experiences, adoption and long-term satisfaction.
The WSA Sound Preference program introduces research, educational resources and clinical tools designed to help clinicians incorporate sound preference discussions into hearing aid consultations and fittings.
Launching the program on 20 April 2026, WSA cited a 2023 meta-analysis showing that only 62% of hearing aid users regularly wear their devices, while separate research found only about half of people who begin the journey towards better hearing complete it successfully.
According to WSA, these figures highlight a gap in how hearing solutions are fitted and experienced, despite significant advances in hearing technology.
At the centre of the new program is research suggesting that sound preference is an important and previously under-recognised factor in hearing care.
Sound designs
WSA’s studies found that up to 40% of listeners demonstrate a strong and consistent preference for one sound design over another.
The company believes the findings could help establish sound preference as a new evidence-based dimension of personalised hearing care.
“Every patient hears the world differently, and hearing care professionals understand that successful fittings require more than matching a device to an audiogram,” said Lise Henningsen, head of audiology research and communication at WSA.
“WSA Sound Preference provides research, language, and specialised tools that help hearing care professionals explore this dimension of hearing more directly with their patients for better hearing aid adoption and satisfaction.”
The research identified two broad categories of listening preference:
- Some people favour a sound design that preserves the natural texture of the acoustic environment, maintaining a balance between speech and surrounding sounds that closely reflect the original listening scene.
- Others prefer a sound profile that increases contrast and clarity, enhancing speech while shaping background sounds to improve understanding in more challenging listening environments.
WSA said both approaches could lead to successful hearing outcomes, but individual preferences varied considerably. Importantly, the research found that sound preference could not be predicted by age, lifestyle or demographic factors, suggesting it is a highly personal characteristic.
Different experiences
For clinicians, the findings may help explain why patients with similar hearing loss profiles and audiograms often report very different experiences with hearing aids.
“Hearing care professionals frequently see patients respond differently to hearing technology despite having similar hearing loss configurations,” Henningsen said.
“This research provides a clearer framework for understanding those differences and discussing them with patients.”
Listening tool
To support those conversations, WSA developed an interactive listening tool that allows patients to compare different sound designs and identify which listening experience they prefer. The company says the tool is intended to facilitate more meaningful discussions during the fitting process and support personalised device selection.
The Sound Preference program will also be supported by an independent scientific advisory board comprising university-affiliated audiologists and researchers. The board will review existing evidence and help guide future studies into the relationship between sound preference and hearing outcomes.
“Personalisation has always been at the heart of hearing care,” said Maarten Barmentlo, chief marketing officer at WSA.
“By bringing scientific clarity to the concept of sound preference, we hope to help hearing care practitioners deliver an even more tailored experience for the patients they serve.”
Educational resources and research materials are available to hearing care professionals globally through the Sound Preference program.
WSA’s team demonstrated the program at recent events in Australia, including the 2026 ACAud inc. HAASA Congress on the Gold Coast in April 2026, and The Sound Exchange ’26, Audiology Australia event in Sydney in May 2026.
Read more about the Sound Preference program.
