The survey was conducted using adaptive choice-based conjoint analysis. Adaptive choice-based conjoint analysis surveys have near-orthogonal designs (Orme, 2009a) and operate with four sections: In the first section of the online interview, the respondent answers a “Build Your Own” (BYO) question to introduce the attributes and levels, as well as to let the respondent indicate the preferred level for each attribute. In the second section of the interview, the respondent answers screening questions, where 3 product concepts are shown at a time. In the screening section, the respondent is not