About me

Professional mugshot for work

I’m the Director of TF Choices Ltd, an independent consultancy that answers questions  involving human decision making – my particular specialties are:

  • Understanding attitudes underlying, and preferences for, health interventions
  • Consumer preferences
  • Health, health-related quality of life or quality of life generally
  • Properly quantifying risks – particularly those associated with treatment
  • End-of-life care
  • Choice-based methods, most notably discrete choice experiments, in which I am one of the world experts.

Here is my Resume – Terry Flynn 2015 and more academic CV


  • I am a recognised world expert in best-worst scaling, with a particular interest in its use in health care and public policy. Together with the inventor, Professor Jordan Louviere, and Professor Anthony Marley, we published the definitive textbook by Cambridge University Press in September 2015. It should be noted that maxdiff scaling offered by some other companies is actually a subset of best-worst scaling.
  • I am also co-developer of the ICECAP-O instrument, together with Professor Joanna Coast at the University of Birmingham. A video of a public lecture of mine presenting results of its use in Australia, also showing why it beats “experienced utility” (aka life satisfaction / happiness scales) is available here.

My google scholar profile is the most up to date record of my citation statistics – my h-index is higher than many professors of health economics. This is due to my conscious decision to eschew repeat applications of established methods but to concentrate on blue skies research in choice modelling. As such I have influenced government policy at the highest levels, particularly in terms of changes in how health is measured and valued for economic evaluation purposes.

My company is TF Choices Ltd but for non-work related matters I can be contacted at drterryflynn {at} gmail {dot} com

I have a twitter account: @tflynnhealth

I read a number of economic and political blogs rather than the mainstream press. These tend to have a heterodox slant for economics (which shouldn’t be surprising given the failure of mainstream economics to predict or deal with the world economic crisis). Examples include: