The Erasmus Choice Modelling Centre (ECMC) aims to be one of the leading institutes in the area of choice modelling. The ECMC unites researchers involved in choice modelling from various disciplines, especially from Erasmus School of Economics (ESE), Erasmus Medical Centre (Erasmus MC), and Erasmus School of Health Policy & Management (ESHPM). Through a unique combination of expertise across these domains the ECMC stimulates innovative approaches towards the designing of stated choice measurements and modelling individual choice behaviour with a special focus on healthcare. Our research leads to dual knowledge utilization: 1) for those who investigate multi-attribute decisions (researchers), and 2) for those who make multi-attribute decisions. In the context of healthcare this would include, among others, policy makers, care insurances, pharmaceutical companies, clinicians and patients.