This demo shows a full-profile conjoint exercise designed to allow physicians elucidate the appeal of and trade-off between various competitive therapies for the treatment of major depressive disorder (MDD). The design space for this exercise covers both existing therapies and various attribute characterizations for potential new therapies. In this design, physicians think in terms of two patient cohorts, newly diagnosed patients and established patients with unmet needs. In full-profile conjoint, the physicians evaluate a series of products one at a time, comparing the merits of each displayed product against all other products that they might consider for each type of patient. Rather than simply picking a preferred therapy, as is done in choice-based conjoint, the respondent estimates the percentage of patients within each cohort for whom the displayed therapy is appropriate. Common alternatives to this design include the use of a response scale that corresponds to likelihood of use or likelihood of purchase.