The goal of this study was to assess how trust is promoted among adult hearing impaired patients seeking hearing healthcare. Previous interview transcript data collected from 29 adults across hearing health care centres in four countries was re-analysed thematically in an attempt to determine how adult subjects sought and pursued hearing healthcare services. A major conclusion of the study was that trust evolves over time from practising good communication, encouraging shared decision making in hearing aid sales, and providing a professional clinic setting. This is an important question as many consumers have developed a sense of mistrust or confusion regarding hearing aid sales due to many factors. This study is a good read for those planning a marketing plan or improving their clinical service. Unfortunately the sample size from each country was too small to draw specific conclusions or to do a comparative study across the sample countries. Some data was collected from facilities where the consumer did not pay for the hearing aids as hearing aids were provided at no charge. The lack of homogeneity across the population sample and the clinical / sales environment makes meaningful conclusions tenuous. The authors’ conclusions support common sense but the data analysis provides little new insight.