Discrete choice experiments support the process of designing a product. They help prioritize product features for a company’s market so that the company can design a product that people want to buy. The Choice Design platform creates experiments using factors that are attributes of a product. Selecting the attributes to be studied and their values is of critical importance. You must include all attributes that are likely to influence a consumer’s decision to buy the product. For more information and guidelines for designing a choice experiment, see Sall (2008).