Considers the technique of conjoint analysis as a method for acquiring insights into the preferences for food products. Applies the technique to establish the trade-offs that consumers make between price, quality, convenience to prepare and location of purchase in the purchasing of fruit and vegetables. Also uses the technique to estimate indirectly willingness to pay for the included attributes according to income group. Quality was found to be the most important attribute. Reveals, through segmentation of the price attribute by income, that those on higher incomes had a higher marginal valuation of price. Also suggests that respondents understood the questionnaire, and answered it in a meaningful and consistent way. Suggests that the technique could successfully be used to establish consumer preferences for alternative food products that are commercially feasible.