it's called conjoin and it's widely used in business so like here i have an iphone right i'm not just plugging that but you know 00:08:33 yeah i'll be stalking out and you know when you have to figure out what kind of combination of features and price point to put in a phone you need to understand trade-off priorities right so not just what people want but what will they sacrifice for it 00:08:46 so we use that method looking at public opinion right like in this case privately what do people what are trade-off priorities for a good life and what's so interesting like 00:08:57 everything um okay with this method rather than just asking a point blank it's kind of cool what we do is say out of those 76 items you would get a question and it would say okay here's person a and it would be six 00:09:11 randomly grabbed attributes from that list of 76 or person b with another random six and say which which of these two people is closer to your view of a successful life 00:09:23 you're like i don't know a and you do it again and you do it again and again and again and over time you're trading off every attribute against every other attribute but you don't know it right okay so that's the that part of it with 00:09:34 conjoint so what we did was we did we'd ask what do you think and then the same exact thing what do you think most people would say what would they choose and what was fascinating in the aggregate this idea of being famous 00:09:48 shook out as the number one perceived priority for people and it was not even close like it it was by far the most dominant attribute we think for other people in private it was dead last 00:10:02 number 76