Heterogeneous Preferences for Colorectal Cancer Screening in Germany: Results of a Discrete Choice Experiment

•This discrete choice experiment on characteristics of colorectal cancer screening tests revealed significant heterogeneous preferences among German insurees. Three groups were identified: the largest group valued—unexpectedly—a process parameter the most, that is, comprehensive bowel preparation, whereas the other 2 groups focused on potential benefits, that is, either reduction in cancer-specific mortality or incidence.•The experiment included a within-set dominated pair for validity testing. A total of 42% chose the dominated alternative (type B respondents) and revealed significantly different preferences than type A respondents. The underlying reasons and individuals’ considerations remain unknown. Internal validity issues of choice data warrant adequate attention in future discrete choice experiments.•Observed preference heterogeneity suggests different informational needs that are to be addressed by public health and healthcare services to support everyone regardless of their health literacy level in making individual informed decisions in the context of colorectal cancer screening by weighing tests’ benefits, harms, and processes.