OBJECTIVES: This study aims to derive optimal choice task presentation for SF-6Dv2 health states in discrete choice experiments(DCEs).

METHODS: Forty Korean adults participated in qualitative cognitive interviews conducted online, employing a think-aloud technique supplemented by retrospective probing. Respondents assessed five different visual presentations of DCE choice sets: non-highlight, underline + bold, yellow highlight, graphic added, and color shaded. The interview scripts were analyzed with a focus on the reasons why certain presentation methods were more preferred or disliked.

RESULTS: Participants, balanced in gender with an average age of 44.4 years, engaged in interviews that lasted an average of 58 minutes. Preferences for the method of presenting choice tasks were influenced by how quickly and well each method enabled understanding of each health state, and how easily it facilitated comparisons between health states. The underline + bold design was preferred by many as it supported comprehensive understanding of given health states, quick selection, and overall comparison. There were few negative opinions about this design. The yellow highlight and graphic added designs received mixed responses. The design highlighted in yellow was preferred as it helped quick selection by emphasizing key words. However, some respondents expressed critical opinions, noting that it might cause users to miss other background information besides the emphasized words. The graphic added design was appreciated for its use of scales that facilitated understanding; however, some found the scale direction confusing, reducing overall comprehension.

CONCLUSIONS: Considering aspects of promptness, accuracy, and comprehensiveness of the choice task, the underline + bold design was chosen as the best design for use in future SF-6Dv2 valuation studies.