PURPOSE: This workshop will help participants to make informed decisions about how to analyse and interpret preference heterogeneity in stated preference studies, based on methodological and pragmatic considerations.

DESCRIPTION: Policy makers have shown an increased interest in considering preference data in their decision making. For example, the FDA has issued guidance on the use of patient preference methods to inform quantitative benefit-risk assessments. A central aspect of such policy making is the definition of and distinction between target populations. Preferences may be heterogeneous between and within populations. Not considering such preference heterogeneity can lead to bias, and ultimately to suboptimal policy advice. However, issues with survey development and the study sampling framework can hinder the detection of preference heterogeneity. Additionally, a wide range of methods for capturing preference heterogeneity exists, such that best-practice and pragmatic considerations need thoughtful balancing.

Dr Ho will present on the relevance of preference heterogeneity for decision makers, including: how heterogeneity has influenced FDA’s decisions, and guidance on capturing preference heterogeneity. Dr Gonzalez will use case studies to illustrate implications of preference heterogeneity for product development out to outline important methodological considerations. Dr Heidenreich will present best practice for measuring preference heterogeneity, instructions on interpreting findings, and recommendations for reporting results. Dr Marsh will chair and facilitate discussions between workshop leaders and with the audience.