Improving the Validity of Stated-Preference Data in Health Research: The Potential of the Time-to-Think Approach.

The objective of this article was to discuss potential benefits and drawbacks of using a time-to-think (TTT) approach in healthcare research. Implementing a TTT approach in a stated-preference survey study gives respondents the opportunity to reflect on their options before answering preference-elicitation questions. This article offers an evaluation of circumstances that are suited for implementing this approach, and highlights several remaining questions and problems that should be explored in future research.