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 asked to make final choices, but rather just indicates whether he/she would consider each choice “a possibility” or “not a possibility.” The screening section is used to estimate the none-threshold. Once the respondent has completed 8 screens of screening questions,we transition to the choice tasks section. The respondents are given 8 series (i.e. screens of 3 choice sets) presenting the surviving product concepts Here, respondents are evaluating concepts that are close to their BYO-specified product, that they consider possibilities.In addition to the actual survey responses, the respondents also indicated the amount of meat processed annually, the kinds and numbers of different products as well as their own role within the company.