Preference epidemiology is an emerging field that examines how individual values, preferences, and perceptions influence health-related choices, particularly in contexts involving complex trade-offs between benefits, burdens, risks and harms. This commentary introduces the concept of preference epidemiology, exploring its significance in shaping patient-centered healthcare policies and communication strategies. By systematically capturing the diversity in individual decision-making processes, preference epidemiology aims to bridge the gap between scientific evidence and public understanding, promoting more effective health interventions and shared decision-making frameworks with patients.
