A concern of patients, clinicians, and regulatory agencies alike is understanding, informing, and supporting decisions about health care interventions. Health preference studies use observational and experimental methods to collect empirical evidence on preferential choice behaviors related to health. Therefore, health preference research (HPR) refers to any investigation dedicated to understanding the value of health and health-related alternatives using observational or experimental methods. The HPR Special Interest Group (HPR SIG) at ISPOR is actively promoting good research practices as part of broader initiatives. Outreach is the primary bottleneck in HPR and the purpose of this Forum. This Forum will start with a how-to guide of the major decisions, crucial steps, and obstacles involved in developing and conducting a health preference study. Using this foundation, the Forum will engage the participants regarding ongoing endeavors at ISPOR toward enhancing good practices, such as short courses, networking and checklists, in HPR.