To explore the publicised opinions of consumers actively participating in online hearing aid reviews. A retrospective design examining data generated from an online consumer review website ( www.HearingTracker.com ). Qualitative data (open text responses) were analysed using the open source automated topic modelling software IRaMuTeQ ( http://www.iramuteq.org/ ) to identify themes. Outputs were compared with quantitative data from the consumer reviews (short response questions exploring hearing aid performance and benefit, and some meta-data such as hearing aid brand and years of hearing aid ownership). 1378 online consumer hearing aid reviews. Six clusters within two domains were identified. The domain Device Acquisition included three clusters: Finding the right provider, device and price-point; Selecting a hearing aid to suit the hearing loss; Attaining physical fit and device management skills. The domain Device Use included three clusters: Smartphone streaming to hearing aids; Hearing aid adjustment using smartphone; and Hearing in noise. Although online hearing aid consumers indicate positive performance on multiple-choice questions relating to hearing aid performance and benefit, their online reviews describe a number of barriers limiting their success. Hearing healthcare clinicians must employ a personalised approach to audiological rehabilitation to ensure individual clients' needs are met.