We designed our survey experiment in an attempt to addressthese and other challenges faced by past studies. First, our samplingframe allows us to gather a large group of uninsured individuals inorder to directly elicit their willingness to pay for health insurance.Second, we present individuals with a specific, comprehensiveinsurance product, so that plan quality does not vary across indi-viduals. Third, we offer hypothetical premiums to respondents andvary them exogenously, so there is no need to impute prices. Finally,our survey experiment permits us to estimate a range for each unin-sured individual’s willingness to pay for health insurance, whichenables a more textured analysis of the characteristics of individ-uals who would likely take up health insurance under reformssuch as the Affordable Care Act than is possible with an aggre-gate demand elasticity. Overall, our results suggest that using thedemand curves estimated in much past work may under-estimatethe effect of policies to extend coverage to the uninsured.