Discrete Choice Experiments

Area leads:

A/Prof Ilias Goranitis, Dr Jemimah Ride

There is a growing interest in the application of discrete choice experiments (DCEs) to elicit population and patient preferences and priorities for health technologies and services, enabling the design and implementation of high value care. DCEs require individuals to make choices over hypothetical scenarios that involve trade-offs between the key characteristics of a health technology or service. An econometric analysis of the choice data can then reveal the underlying preferences and values.

Our team has led the application of DCEs to a wide variety of topics. This includes developing health state value sets, informing the design of healthcare services, predicting demand and willingness to pay for new health technologies, valuing patient experiences in the delivery of healthcare, understanding decision-making processes among health professionals and patients, public preferences for health-related policies, and gambling choices. Our portfolio of research combines econometric analysis with experimental design theory to provide evidence for priority setting frameworks and to enhance the engagement of stakeholders in implementation science.

Related Research Staff:

A/Prof Jason Ong, Dr Yan Meng, Dr Tianxin Pan, Dr Cun Liu (Lizzy), Mr Lachlan Cameron

Project Highlights

Australian Genomics Grant Program Proposal

A national large scale automated reanalysis program to increase rare disease diagnosis

The Australian Undiagnosed Diseases Network (UDN-Aus): An internationally networked national approach for transforming diagnosis for individuals living with rare diseases

National rapid genomic diagnosis program for critically ill children

A Centre for Ethics of Paediatric Genomics to Improve Paediatric Care

Investigating the role of genetics for risk stratification in atrial fibrillation

A national centre of excellence in speech genetics: transforming patient care

Preferences for HIV pre-exposure prophylaxis in the Asia-Pacific region

Antiretroviral side effects among people living with HIV

HIV prevention methods among overseas born gay, bisexual and other men who have sex with men

What affects keeping in touch with a GP during a pandemic? The role of mental health in primary care help seeking during the COVID-19 pandemic.

Collaborations with the Royal Children’s Hospital and Murdoch Children’s Research Institute to elicit parents’ preferences for mental health and school supports for children with chronic medical conditions

Understanding the Role of Mental Health in Online Gambling Decisions

Investigating the inclusion of data from the experimental economics laboratory on time preferences, intrinsic motivation, and physical stature with a discrete choice experiment.

Understanding parent preferences for school based interventions aimed at supporting children with diabetes

Selected Publications


Lancsar, E., Ride, J., Black, N., Burgess, L., & Peeters, A. (2022). Social acceptability of standard and behavioral economic inspired policies designed to reduce and prevent obesity. Health economics. https://doi.org/10.1002/hec.4451


GORANITIS, I., BEST, S., CHRISTODOULOU, J., BOUGHTWOOD, T., & STARK, Z. (2021). Preferences and values for rapid genomic testing in critically ill infants and children: a discrete choice experimentEuropean journal of human genetics : EJHG, 10.1038/s41431-021-00874-1. Advance online publication. https://doi.org/10.1038/s41431-021-00874-1

GORANITIS, I., BEST, S., STARK, Z., BOUGHTWOOD, T. & CHRISTODOULOU, J. 2021. The value of genomic sequencing in complex pediatric neurological disorders: a discrete choice experimentGenet Med, 23, 155-162.

ONG JJ, NWAOZURU U, OBIEQU-UMEH C, AIRHIHENBUWA C, XIAN H, TERRIS-PRESTHOLT F, GBAJABIAMILA T, MUSA AZ, OLADELE D, IDIGBE I, DAVID A, OKWUZU J, BAMIDELE T, IWELUNMOR J, TUCKER JD, EZECHI O. 2021 Designing HIV testing and self-testing services for young people in Nigeria: A discrete choice experiment. The Patient May 4doi: 10.1007/s40271-021-00522-2


GORANITIS, I., BEST, S., CHRISTODOULOU, J., STARK, Z. & BOUGHTWOOD, T. 2020. The personal utility and uptake of genomic sequencing in pediatric and adult conditions: eliciting societal preferences with three discrete choice experimentsGenet Med, 22, 1311-1319.

SHARMA M, ONG JJ, CELUM C, TERRIS-PRESTHOLT F. Heterogeneity in individual preferences for HIV Testing: A systematic literature review of Discrete Choice Experiments. EClinicalMedicine 2020;29:100653

ONG JJ, DE ABREU LOURENCO R, STREET D, SMITH K, JAMIL M, TERRIS-PRESTHOLT F, FAIRLEY CK, MCNULTY A, HYNES A, JOHNSON K, CHOW EPF, BAVINTON B, GRULICH A, STOOVE M, HOLT M, KALDOR J, GUY R. The preferred qualities of HIV testing and self-testing among men who have sex with men: a discrete choice experiment. Value in Health2020;23(7):870-9.

Lancsar E, Ride J & Dorner Z. 2020. Does Combining Data from the Laboratory with a DCE Improve Our Understanding of Decision-Making? The Patient, 13(1), pp.141-141.


Yeo V, Dowsey M, Alguera-Lara V, Ride J, Lancsar E, & Castle D (2019). Antipsychotic choice: understanding shared decision-making among doctors and patients. Journal of mental health, 30(1), 66-73.


RIDE J & LANCSAR E. 2016. Women’s preferences for treatment of perinatal depression and anxiety: a discrete choice experiment. PLoS ONE, 11(6).