Abstract This chapter provides an overview of the key steps of conducting a discrete choice experiment (DCE). We begin with the research questions guiding the study design, move through several design issues related to the DCE and the questionnaire, and conclude with important considerations for the model estimation and post-estimation analysis. The main objective of this chapter is to highlight the decisions involved in conducting a DCE and the potential consequences of these choices for the realisation of the final study and subsequent results. Instead of offering step-by-step guide for the implementation of DCEs, we draw on our research experience in this field to offer insights and practical knowledge for you to consider in a DCE project.