WSA Launches Sound Preference Research and Clinical Tools to Help Hearing Care Professionals Deliver More Personalized Hearing Care

LYNGE, Denmark – April 20, 2026 – WSA, a leading hearing healthcare group, today announced the launch of WSA Sound Preference, a global program designed to help hearing care professionals better understand how individual sound preferences influence hearing aid experiences and long-term satisfaction.

Despite advances in hearing technology, adoption and consistent use remain ongoing challenges. A 2023 meta-analysis found that only 62% of hearing aid users regularly use their devices.[1] At the same time, a separate study found that only about 50% of people who start their journey to better hearing successfully complete it.[2]

These trends underscore a critical gap in how hearing solutions are fitted and experienced – one that WSA Sound Preference is designed to address by helping clinicians better understand individual sound preferences, ultimately supporting higher adoption and long-term satisfaction.

New research conducted by WSA shows that up to 40 percent of listeners demonstrate a strong and consistent preference for one sound design over another. By establishing sound preference as a critical dimension of the patient experience, this research has the potential to set a new evidence-based standard for personalized hearing care across the industry – and support higher hearing aid adoption and long-term satisfaction.

The Sound Preference program introduces new research, educational resources, and clinical tools to help hearing care professionals incorporate this dimension into patient consultations and fitting discussions.

“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, WSA. “WSA Sound Preference provides research, language, and specialized tools that help hearing care professionals explore this dimension of hearing more directly with their patients for better hearing aid adoption and satisfaction.”

Understanding different sound experiences

Research indicates that listeners often gravitate toward one of two distinct sound experiences.

Some listeners prefer a design that preserves the natural texture of the acoustic environment, where speech and surrounding sounds remain balanced and closely reflect the original sound scene.

Others prefer a sound profile that emphasizes contrast and clarity, where speech is enhanced and background sounds are shaped to support understanding in more complex listening environments.

Both approaches can support successful hearing outcomes, yet individuals may respond differently to each. The research also found that sound preference could not be predicted by age, lifestyle, or demographic characteristics, reinforcing that preference is a complex and highly personal aspect of hearing.

For hearing care professionals, these findings help explain why patients with similar audiograms can report very different listening experiences.

“Hearing care professionals frequently see patients respond differently to hearing technology despite having similar hearing loss configurations,” said Lise Henningsen. “This research provides a clearer framework for understanding those differences and discussing them with patients.”

Tools to support patient conversations

Alongside the research, the Sound Preference program introduces resources designed to help HCPs discuss sound preference during patient consultations.

One tool offers an interactive listening experience that allows users to compare sound designs and reflect on which they prefer. The experience is designed to help patients recognize that preferences exist and to support more productive conversations on preference during the fitting process.

The initiative complements existing clinical practice by reinforcing what many clinicians already recognize: successful hearing outcomes depend on personalized care because each patient is unique. In a survey of 150 hearing care professionals in the United States and Germany, 85 percent agreed that no single hearing aid technology is best for every patient.[3]

To further strengthen the scientific foundation of the program, WSA is also establishing an independent scientific advisory board composed of university-affiliated audiologists and researchers. The board will review current research and help guide future studies exploring how sound preference influences hearing outcomes.

“Personalization has always been at the heart of hearing care,” concluded Maarten Barmentlo, Chief Marketing Officer, WSA. “By bringing scientific clarity to the concept of sound preference, we hope to help HCPs deliver an even more tailored experience for the patients they serve.”

The Sound Preference program will be introduced globally beginning April 20, 2026, with educational resources and research materials made available to hearing care professionals worldwide.

For more information, visit Soundpreference - WSA

About WSA
WSA is a global hearing healthcare company that develops, manufactures, and distributes hearing aids and hearing care solutions. Headquartered in Denmark, the company operates in more than 130 markets and employs over 12,000 people. Its portfolio includes brands such as Widex and Signia, as well as a network of hearing care professionals and retail businesses. Learn more at www.wsa.com.

[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.