Objective: To obtain and evaluate detailed descriptions of potential value propositions as seen by adults undergoing hearing rehabilitation with hearing aids. Design: Semi-structured interviews with patients and audiologists, a literature search, and the inclusion of domain knowledge from experts and scientists were used to derive value propositions. A two-alternative forced-choice paradigm and probabilistic choice models were used to investigate hearing aid users’ preferences for the value propositions through an online platform. Study sample: Twelve hearing aid users (mean age 70, range 59–70) and eleven clinicians were interviewed. A total of 173 experienced hearing aid users evaluated the value propositions. Results: Twenty-nine value propositions as described by patients, clinicians, and hearing care experts where identified, from which twenty-one value propositions were evaluated. Results of the pair-wise evaluation method show that the value propositions judged to be the most important for the hearing aid users were: “13. To solve the hearing problem you have”, “09. Thorough diagnosis of the hearing”, and “16. The hearing aid solution is adapted to individual needs”, which are related to finding the correct hearing solution and to be considered in the process. The value propositions judged to be least important were: “04 Next of kin and others involved in the process”, “26. To be in the same room as the practitioner”, and “29. The practitioner’s human characteristics”, related to the involvement of others in the process and the proximity and personal manner of the practitioners.