Two key uses of patient preference information are to inform the choice of patient-relevant endpoints by providing information on the relative importance of what matters to patients, and to provide information on patients’ views about the acceptability of trade-offs between treatment characteristics, or other attributes of treatments or health interventions. The PREFER Recommendations provide expert and evidence-based guidance from six years of research on when and how to design and conduct a patient preference study. The PREFER project was a joint undertaking by 33 public and private partners with more than 130 people representing academic institutions, pharmaceutical companies, health technology agencies, and patient organisations in European countries and in the US.