Discrete choice experiments in health economics: Distinguishing between the method and its application

Bryan and Dolan have offered a critique of the use of discrete choice experiments in health economics. Their call for more open debate on "the relative strengths and limitations of the DCE method, particularly when applied in health settings" is warranted. However, their paper has only added to part of this debate in that it focuses on the application of choice experiments in the health sector but says little on the strengths and limitations of the DCE method in general. We argue that while the criticisms posed by Bryan and Dolan rightly challenge the manner in which DCEs have been applied in health economics, such criticism does not challenge the theoretical/methodological basis of DCEs per se.