In this study we explored a novel application of the discrete choice experiment (DCE) that resembles the time trade off (TTO) task to estimate values on the health utility scale for the EQ-5D. The DCE was tested in a survey alongside the TTO in a sample of English-speaking Canadians recruited by a market research company. The study found that the DCE is able to derive logical and consistent values for health states valued on the full health - dead scale. The DCE overcame some issues identified in the version of TTO currently used to value EQ-5D, notably allowing for fewer data exclusions and incorporating values considered worse than dead without introducing a separate valuation procedure. This has important implications for providing robust values that represent the preferences of all respondents.
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