Table 1.

Summary of coding for discrete choice experiment attributes and their levels

Attributes	Attribute levels			Variable names
	Surgery	Imiquimod cream	Current situation
1) Cost [cost to you]	£0	£0	£0	COST
	£150	£150
	£300	£300
	£500	£500
	£750	£750
2) Chance [Chance of complete clearance]	94%	50%	96%	CHANCE
	96%	70%
	98%	90%
3) Side effects	MILD	MILD	MILD	MILD SIDE EFFECTS
	(mild pain that does not disturb sleep)	(Mild irritation, burning or redness)	(mild pain that does not disturb sleep)
	MODERATE	MODERATE		MODERATE SIDE EFFECTS
	(pain that sometimes might disturb sleep)	(Moderate irritation, burning, redness or weeping)
	SEVERE	SEVERE		(compared with severe)
	(pain that disturbs sleep)	(Severe irritation, burning, redness or ulceration)
4) Appearance	NORMAL	NORMAL	MODERATE CHANGE	NORMAL APPEARANCE
	(Barely visible scar)	(Not discoloured skin)	(noticeable scar)
	MODERATE CHANGE	MODERATE CHANGE		MODERATE CHANGE IN APPEARANCE
	(Noticeable scar)	(Slight lightening skin)
	SEVERE CHANGE	SEVERE CHANGE		(compared with severe change)
	(Slightly raised scar)	(Discoloured skin)
ALTERNATIVES	SURGERY	IMIQUIMOD CREAM	CURRENT SITUATION	SURGERY
			(fixed surgery option from their experience alternative to an hypothetical ‘surgery’)	CREAM (compared with current situation)