Previous researchers typically have used attitude and opinion surveys to investigate consumers' perceived importance of dental services attributes. These approaches do not require consumers to trade-off among different attributes, however. The authors use conjoint analysis to analyze consumers' preferences for dental services described by a set of 24 attributes, examining the relative importance as well as the trade-off among these attributes. They also illustrate how dental care providers can use the results from conjoint analysis to tailor their offerings to meet the needs of different segments.