How will your members react if you alter a plan or change a price? If given several options, which plan would consumers be most likely to choose? Which features drive consumers’ plan selections?

Deft Research’s Benefit Design Trade-off Service provides health plans with answers to these difficult questions, and more. The service uses an advanced research technique, conjoint analysis, to determine how health insurance consumers value different individual attributes that make up a benefit plan.

The result is a market simulation tool that provides the insights product development teams need to assess the future profitability, sales, and potential share of preference for new product entries, or modifications to existing products.


  • Medicare Advantage Plans
  • MedSupp Plans
  • Individual and Family Plans
  • Employer Group Plans
  • Prescription Drug Plans
  • Ancillary Benefits