New WSA Clinical Studies Link Sound Preference to Higher Hearing Aid Conversion

Studies across 42 clinics in three countries found conversion was 5 percentage points higher when individual sound preferences were explored, reinforcing the value of helping patients compare distinct sound designs and identify what sounds right to them

LYNGE, Denmark – October 12, 2026 – WSA, a leading hearing healthcare group, today announced new clinical study results showing that hearing aid conversion rates were 5 percentage points higher when individual sound preferences were systematically explored during consultations. Conducted across 42 clinics in Spain, Canada, and the US, the studies found that the approach was associated with a greater likelihood of clients purchasing hearing aids.

The findings build on the April launch of WSA Sound Preference, a global program that introduced research and clinical tools to help hearing care professionals understand how individual sound preferences influence hearing aid experiences. The new studies demonstrate the practical value of bringing those preferences into the consultation, giving patients a more active role in choosing how they hear and helping more of them take the next step in their care.

“Behind every decision to move forward with hearing aids is someone hoping to feel more connected to the people and moments that matter to them,” said Laura Winther Balling, Senior Evidence & Research Manager, WSA. “Helping patients recognize what sounds right to them gives them a voice in that decision. This study shows how making room for that conversation can help more people move forward with the care they need. That is what makes these findings meaningful for clinicians and the people they serve.”

Helping more patients move forward with hearing care

Over more than three months, 63 hearing care professionals – 43 in Spain and 20 across the US and Canada – used the WSA Sound Preference tool and a follow-up discussion to explore individual sound preferences with new and experienced hearing aid users during consultations. The tool allows patients to compare natural and enhanced sound designs across five listening scenarios, helping them articulate preferences that clinicians can consider alongside patient hearing needs and other fitting requirements.

Across the studies, hearing aid conversion rates were 5 percentage points higher among clients who experienced the Sound Preference approach compared to those who did not. This global average of 5 percentage points reflects positive effects in both studies, with an advantage of 4.3 percentage points in the Spanish study and 5.8 percentage points in North America.

Among the important findings in the Spanish study is the fact that approximately 40% of clients expressed a moderate or strong preference for one sound design, with preferences split approximately evenly between natural and enhanced sound. The findings confirm previous research and highlight the importance of offering distinct listening experiences and taking the time to understand which feels right to each patient.

The Spanish clinicians also reported benefits in the consultation itself. 84% agreed that the approach improved the clinical experience they could offer, while 77% agreed that it improved the likelihood of selecting the right hearing aid. Their feedback further highlighted greater patient involvement, making hearing aid selection a more collaborative decision grounded in the patient’s own listening experience.

The details of the Spanish study are described in a new white paper by Balling, Roldán & Salmerón.[i]

Advancing personalized hearing through two distinct sound designs

This growing body of evidence reinforces WSA’s commitment to lead in personalized hearing through sustained investment in two distinctly different sound designs. Widex Allure AI and Signia MaX bring that commitment to life, giving hearing care professionals meaningful choices to address the different ways people want to experience sound.

For listeners who prefer a natural sound experience, Widex Allure AI preserves the balance between speech and surrounding sounds through its W1 chip and Precision Hearing Technology. Its Clarity Boost program puts additional AI support directly in the wearer’s hands, activating a dedicated AI co-processor when they want greater clarity in noise while maintaining natural awareness of their surroundings.

For listeners who prefer an enhanced sound experience, Signia Multi-adaptive Xperience (MaX) emphasizes speech clarity and listening comfort in complex environments. Powered by Acoustic Intelligence™, four task-specific Deep Neural Networks work together to analyze speech, noise, environmental conditions, and the wearer’s own voice, helping wearers stay engaged as group conversations move and change around them.

Sound Preference helps clinicians explore these differences with patients as part of a broader assessment. For those without a clear preference, it provides flexibility to prioritize other needs, with clinical judgment guiding the final recommendation.

“The ambition behind personalized hearing care is deeply human – helping each person experience sound in a way that feels right to them and supports the life they want to lead,” concluded Adina Bahcevanii, Head of Marketing, WSA. “Our investment in Widex and Signia gives hearing care professionals distinct sound designs to work with, while Sound Preference helps them understand what matters to the person in front of them. This study gives us further reason to advance both, so that more people feel ready to embrace hearing care and the possibilities it can open in their everyday lives.”

For more information, visit  www.soundpreference.com.

[i]  Laura Winther Balling, Ingrid Rubio Roldán, and José Antonio Navarrete Salmerón. 2026. “Addressing Hearing Aid Sound Preference Improves Clinical Outcomes.” WSA White Paper.