On highly segmented markets where information plays a significant part, the estimation of willingness-to-pay for products showing specific characteristics remains a major problem. Experimental economics methods provide incentives to people to reveal their willingness-to-pay in an environment where the supply of information is controlled. Applied to different types of goods (food containing GMOs, wine, Champagne…) whose characteristics are gradually disclosed, these methods help understand the contribution of each item to the global value assigned to the tested products. They help assess the impact on choice behaviours of information related to the sanitary, nutritional or commercial characteristics of food.