Professor Verity Watson
Honorary Chair
- About
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- School/Department
- School of Medicine, Medical Sciences and Nutrition
Biography
Professor Watson is an internationally recognised economist with over 25 years of experience in stated preference research, including discrete choice experiments and contingent valuation, focusing on the design and validity of preference elicitation methods. Her work spans health economics, environmental economics, and public policy applications, bridging methodological innovation with real-world implementation.
Professor Watson's research addresses fundamental questions about how stated preference methods perform in practice, grounded in the essential question: "does this method actually measure what we think it measures?" Her research examines the cognitive processes underlying preference elicitation, investigates factors that influence response quality, and develops approaches to improve the reliability of preference data. This work has established best practices in preference studies and guided researchers in understanding when and how these methods can be reliably applied across different contexts and populations.
Professor Watson has over 75 widely cited peer-reviewed publications in leading journals including Journal of Economic Behavior and Organization, Health Economics, Social Science and Medicine, and Lancet: Public Health.
Professor Watson developed and co-leads the internationally recognised annual course "Using Discrete Choice Experiments in Health Economics," training researchers and industry professionals from academic institutions, pharmaceutical companies, and consulting firms globally.
Professor Watson was Personal Chair in the Health Economics Research Unit, leading the Preference and Value research theme until April 2024. She continues as Honorary Professor in the Health Economics Research Unit, a position held since 2024
Qualifications
- PhD Economics2003 - University of Aberdeen
- MSc Economics1998 - Glasgow University
- MA(Hons) Economic Science1997 - University of Aberdeen
Latest Publications
‘Come and work here!’: A qualitative exploration of local community-led initiatives to recruit and retain health care staff in remote and rural areas of the UK
Journal of Health Services Research & PolicyContributions to Journals: Articles- [ONLINE] DOI: https://doi.org/10.1177/13558196251318607
ICANEQUAL multi-stakeholder partnership: Reducing inequalities in liver cancer (HCC) diagnosis, treatment and care across the UK
NIHR Open Research, vol. 5, no. 5Contributions to Journals: Articles- [ONLINE] DOI: https://doi.org/10.3310/nihropenres.13723.1
Valuing the health and wellbeing value of the NHS Scotland’s outdoor estate: How are NHS open spaces used and what is their value to the Scottish population
Scottish Environment, Food and Agriculture Research Institutes (SEFARI). 76 pagesBooks and Reports: Other ReportsPreferences of Recent Mums in Remote and Rural Areas for Type of Intrapartum Care: A Discrete Choice Experiment
The Patient - Patient-Centered Outcomes Research, vol. 17, pp. 663–672Contributions to Journals: ArticlesTreatment preferences of patients with muscle invasive bladder cancer: A discrete choice experiment
BJUI Compass, vol. 5, no. 11, pp. 1059-1068Contributions to Journals: Articles
- Publications
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‘Come and work here!’: A qualitative exploration of local community-led initiatives to recruit and retain health care staff in remote and rural areas of the UK
Journal of Health Services Research & PolicyContributions to Journals: Articles- [ONLINE] DOI: https://doi.org/10.1177/13558196251318607
ICANEQUAL multi-stakeholder partnership: Reducing inequalities in liver cancer (HCC) diagnosis, treatment and care across the UK
NIHR Open Research, vol. 5, no. 5Contributions to Journals: Articles- [ONLINE] DOI: https://doi.org/10.3310/nihropenres.13723.1
Valuing the health and wellbeing value of the NHS Scotland’s outdoor estate: How are NHS open spaces used and what is their value to the Scottish population
Scottish Environment, Food and Agriculture Research Institutes (SEFARI). 76 pagesBooks and Reports: Other ReportsPreferences of Recent Mums in Remote and Rural Areas for Type of Intrapartum Care: A Discrete Choice Experiment
The Patient - Patient-Centered Outcomes Research, vol. 17, pp. 663–672Contributions to Journals: ArticlesTreatment preferences of patients with muscle invasive bladder cancer: A discrete choice experiment
BJUI Compass, vol. 5, no. 11, pp. 1059-1068Contributions to Journals: ArticlesDo the Scottish population value NHS outdoor spaces?
Rural & Environment Science and Analytical Services Science, Evidence and Policy Conference 2024Contributions to Conferences: PostersCost-effectiveness of monitoring ocular hypertension based on a risk prediction tool
BMJ open ophthalmology, vol. 9, no. 1, e001741Contributions to Journals: ArticlesStability of Willingness to Pay: does time and treatment allocation in a Randomised Controlled Trial influence willingness to pay?
Medical Decision Making, vol. 44, no. 5, pp. 470-480Contributions to Journals: ArticlesPublic Preferences and Willingness to Pay for a Net Zero NHS: a protocol for a discrete choice experiment in England and Scotland
BMJ Open, vol. 14, no. 6, e082863Contributions to Journals: Articles‘Moving to the countryside and staying’?: Exploring doctors migration choices to remote and rural areas
Journal of Rural Studies, vol. 108, 103210Contributions to Journals: ArticlesTeleworking and housing demand
Regional Science and Urban Economics, vol. 101, 103915Contributions to Journals: ArticlesResearch Project Briefing: Enhancing recruitment and retention of doctors in rural Scotland
Chief Scientist Office (Document).Other Contributions: Other ContributionsThe perception of women in rural and remote Scotland about intrapartum care: A qualitative study
The Patient - Patient-Centered Outcomes Research, vol. 16, pp. 117-125Contributions to Journals: Articles- [ONLINE] DOI: https://doi.org/10.1007/s40271-022-00608-5
- [ONLINE] View publication in Scopus
Public contributors' preferences for the organisation of remote public involvement meetings in health and social care: a discrete choice experiment study
Health Expectations, vol. 26, no. 1, pp. 146-159Contributions to Journals: ArticlesTeleworking and Housing Demand
Working Papers: Preprint Papers- [ONLINE] https://ssrn.com/abstract=4182936
- [ONLINE] View publication in Scopus
Prescribing antibiotics: factors driving decision-making in general practice. A discrete choice experiment
Social Science and Medicine, vol. 305, 115033Contributions to Journals: ArticlesPublic acceptability of non-pharmaceutical interventions to control a pandemic in the United Kingdom: a discrete choice experiment
BMJ Open, vol. 12, no. 3, e054155Contributions to Journals: ArticlesA Systematic Review of Patients’ Values, Preferences, and Expectations for the Treatment of Metastatic Prostate Cancer
European Urology Open Science, vol. 36, pp. 9-18Contributions to Journals: ArticlesRegional Differences in COVID-19 Vaccine Hesitancy in December 2020: A Natural Experiment in the French Working-Age Population
Vaccines, vol. 9, no. 11, 1364Contributions to Journals: ArticlesMetastatic prostate cancer men’s attitudes towards treatment of the local tumour and metastasis evaluative research (IP5-MATTER): protocol for a prospective, multicentre discrete choice experiment study
BMJ Open, vol. 11, e048996Contributions to Journals: ArticlesIs relational continuity of care as important to people as policy makers think?: Preferences for continuity of care in primary care
Family Practice, vol. 38, no. 5, pp. 569-575Contributions to Journals: Articles- [ONLINE] DOI: https://doi.org/10.1093/fampra/cmab010
- [ONLINE] View publication in Scopus
The Value of Preventative Dental Care: A Discrete-Choice Experiment
Journal of Dental Research, vol. 100, no. 7, pp. 723-730Contributions to Journals: Articles- [ONLINE] DOI: https://doi.org/10.1177/0022034521989943
- [OPEN ACCESS] http://aura.abdn.ac.uk/bitstream/2164/16739/1/Boyers_etal_JDR_The_Value_Of_VoR.pdf
- [ONLINE] View publication in Scopus
Metastatic prostate cancer patients’ Attitudes towards Treatment of the local Tumour and metastasis Evaluative Research (IP5-MATTER): A multicentre, discrete choice experiment trial-in-progress
EAU21 Virtual Congress, pp. S1217-S1218Contributions to Conferences: Abstracts- [ONLINE] DOI: https://doi.org/10.1016/s0302-2838(21)01243-4
- [ONLINE] http://dx.doi.org/10.1016/s0302-2838(21)01243-4
The burden of dengue in children by calculating spatial temperature: A methodological approach using remote sensing techniques
International Journal of Environmental Research and Public Health, vol. 18, no. 8, 4230Contributions to Journals: ArticlesCOVID-19 vaccine hesitancy in a representative working-age population in France: a survey experiment based on vaccine characteristics
The Lancet Public Health, vol. 6, no. 4, pp. e210-e221Contributions to Journals: ArticlesRadical Treatment Without Cure: Decision-making in Oligometastatic Prostate Cancer
European Urology, vol. 79, no. 4, pp. 558-560Contributions to Journals: Articles- [ONLINE] DOI: https://doi.org/10.1016/j.eururo.2021.01.029
- [ONLINE] View publication in Scopus
Understanding public preferences and trade-offs for government responses during a pandemic: a protocol for a discrete choice experiment in the UK
BMJ Open, vol. 10, no. 11, e043477Contributions to Journals: ArticlesEvaluating the Trade-offs Men with Localized Prostate Cancer Make between the Risks and Benefits of Treatments: the COMPARE study
Journal of Urology, vol. 204, no. 2, pp. 273-280Contributions to Journals: Articles- [ONLINE] DOI: https://doi.org/10.1097/JU.0000000000000754
- [ONLINE] View publication in Scopus
How are debriefing questions used in health discrete choice experiments? An online survey
Value in Health, vol. 23, no. 3, pp. 289-293Contributions to Journals: ArticlesCase study: A realistic contaminated site remediation and different scenarios of intervention
Cost-Benefit Analysis of Environmental Health Interventions. Elsevier, pp. 229-256, 28 pagesChapters in Books, Reports and Conference Proceedings: Chapters- [ONLINE] DOI: https://doi.org/10.1016/B978-0-12-812885-5.00011-1
- [ONLINE] View publication in Scopus
Monetary analysis of health outcomes
Cost-Benefit Analysis of Environmental Health Interventions. Guerriero, C. (ed.). Elsevier, pp. 73-93, 21 pagesChapters in Books, Reports and Conference Proceedings: Chapters- [ONLINE] DOI: https://doi.org/10.1016/B978-0-12-812885-5.00004-4
- [ONLINE] View publication in Scopus
Mode and Frame Matter: assessing the impact of survey mode and sample frame in choice experiments
Medical Decision Making, vol. 39, no. 7, pp. 827-841Contributions to Journals: ArticlesInvestigating users' preferences for Low Emission Buses: Experiences from Europe's largest hydrogen bus fleet
Journal of Choice Modelling, vol. 32, 100169Contributions to Journals: ArticlesChoice certainty and deliberative thinking in discrete choice experiments: A theoretical and empirical investigation
Journal of Economic Behavior and Organization, vol. 164, pp. 235-255Contributions to Journals: ArticlesTesting the Expert Based Weights Used in the UK’s Index of Multiple Deprivation (IMD) Against Three Preference-Based Methods
Social Indicators Research, vol. 144, no. 3, pp. 1055-1074Contributions to Journals: ArticlesPatients' experiences and preferences for primary care delivery: a focus group analysis
Primary health care research & development, vol. 20, e106Contributions to Journals: ArticlesValue-elicitation and value-formation properties of discrete choice experiment and experimental auctions
European Review of Agricultural Economics, vol. 46, no. 1, pp. 3-27Contributions to Journals: Articles- [ONLINE] DOI: https://doi.org/10.1093/erae/jby014
- [OPEN ACCESS] http://aura.abdn.ac.uk/bitstream/2164/14635/1/Lasagne_May_2018.pdf
Eye Care Service in Scotland: Did the Scots Get it Right?: Project Report
Other Contributions: Other ContributionsComment on: Patients' preferences for anti-osteoporosis drug treatment: a cross-European discrete choice experiment: reply
Rheumatology, vol. 57, no. 3, pp. 584-585Contributions to Journals: Comments and Debates- [ONLINE] DOI: https://doi.org/10.1093/rheumatology/kex430
The Best of Both Worlds: An Example Mixed Methods Approach to Understand Men’s Preferences for the Treatment of Lower Urinary Tract Symptoms
The Patient - Patient-Centered Outcomes Research, vol. 11, no. 1, pp. 55-67Contributions to Journals: Articles- [ONLINE] DOI: https://doi.org/10.1007/s40271-017-0263-7
- [OPEN ACCESS] http://aura.abdn.ac.uk/bitstream/2164/10674/1/manuscript_accepted.pdf
Decision heuristic or preference? Attribute non-attendance in discrete choice problems
Health Economics, vol. 27, no. 1, pp. 157-171Contributions to Journals: Articles- [ONLINE] DOI: https://doi.org/10.1002/hec.3524
- [OPEN ACCESS] http://aura.abdn.ac.uk/bitstream/2164/10609/2/main_document_resubmit.pdf
More Than Meets The Eye: Has the Eye Care Policy in Scotland Had Wider Health Benefits?
Working Papers: Discussion PapersWhat do UK medical students value most in their careers?: A discrete choice experiment
Medical Education, vol. 51, no. 8, pp. 839-851Contributions to Journals: ArticlesPatients’ preferences for anti-osteoporosis drug treatment: a cross-European discrete-choice experiment
Rheumatology, vol. 56, no. 7, pp. 1167-1176Contributions to Journals: ArticlesPatient satisfaction in community pharmacy
Pharmaceutical Journal, vol. 298, no. 7899, pp. 169Contributions to Journals: Letters- [ONLINE] View publication in Scopus
Economic considerations and patients’ preferences affect treatment selection for rheumatoid arthritis patients: A discrete choice experiment among European rheumatologists
Annals of the Rheumatic Diseases, vol. 76, no. 1, pp. 126-132Contributions to Journals: ArticlesPatients want to learn about their condition and medicines
Pharmaceutical Journal, vol. 298, no. 7899Contributions to Journals: Letters- [ONLINE] DOI: https://doi.org/10.1211/PJ.2016.20202043
- [ONLINE] View publication in Scopus
Men’s preferences for the treatment of lower urinary tract symptoms associated with benign prostatic hyperplasia: a discrete choice experiment
Patient preference and adherence, vol. 2016, no. 10, pp. 2407-2417Contributions to Journals: ArticlesManaging Minor Ailments: The Public’s Preferences for Attributes of Community Pharmacies. A Discrete Choice Experiment
PloS ONE, vol. 11, no. 3, pp. 1-15Contributions to Journals: Articles- [ONLINE] DOI: https://doi.org/10.1371/journal.pone.0152257
- [OPEN ACCESS] http://aura.abdn.ac.uk/bitstream/2164/5831/1/journal.pone.0152257.PDF
- [ONLINE] View publication in Scopus
What do UK doctors in training value in a post?: A discrete choice experiment
Medical Education, vol. 50, no. 2, pp. 189-202Contributions to Journals: Articles- [ONLINE] DOI: https://doi.org/10.1111/medu.12896
- [OPEN ACCESS] http://aura.abdn.ac.uk/bitstream/2164/13272/2/Cleland_et_al_AAM.pdf
