Discrete choice experiments (DCEs) are increasingly used to estimate preferences and willingness-to-pay, inform behavioural economic models, and forecast policy scenarios. DCEs are used across a range of settings, including understanding health behaviours, valuing health services, informing the development of clinical trials, assigning weightings to years spent in various health states, and evaluating health policies.  

Discrete choice models (or more broadly “choice models” that measure other margins of choice behaviour) are statistical tools used to analyse choice data, either from discrete choice experiments or from non-experimental datasets.   

We conduct research on almost all aspects of DCEs and choice modelling. Our research spans clinical applications, such as genomic testing, clinical trial participation, and prescribing behaviours. As a group, our work has informed clinical systems and policymaking around the world.   

We are also engaged in methodological research. Our work includes the testing and development of new behavioural models based on psychological theories and advanced methods drawing on insights from the statistical literature.   

We collaborate with other teams of health economists, clinical groups, policymakers, and a range of statisticians around the world.