1000minds implements the PAPRIKA method, which involves each participant in a conjoint analysis survey answering a series of simple questions based on choosing between two hypothetical alternatives defined on just two attributes at a time and involving a trade-off. Alternatives defined on just two attributes are known as ‘partial-profiles’. In contrast, and as used for other methods, alternatives defined on all attributes together (e.g. 5 or more) are known as ‘full-profiles’. The advantage of 1000minds asking pairwise comparison questions based on partial-profiles is that they are cognitively easier (and faster) for people to think about and answer than questions based on full-profiles. Therefore, 1000minds’ results are likely to more accurately reflect people’s true preferences, i.e. to be more valid and reliable.