Designing a choice modelling (CM) experiment to place a value on increasing protection of the Great Barrier Reef (GBR) raises complex issues. The size and diversity of the GBR, and the number of different pressures impacting on it, mean protection and improvement scenarios can be drafted in several different ways. This report discusses some of the considerations in selecting, describing and combining choice attributes. It also looks at how to incorporate tests for geographic scale (size) and scope (complexity) differences into the design of the CM survey instrument. The potential to include information about management options designed to achieve increased protection, and the associated risk and uncertainty, is also discussed.