In this paper, we have presented the results from a pilot study making use of an innovative SP design that is modelled on typical online air travel booking engines. Despite the very small sample size, our analysis has shown that respondents are able to cope with the amount of information presented to them in this survey. Furthermore, there is evidence that respondents make extensive use of the searching and sorting tools available to them when completing the individual choice tasks. Initial estimation results suggest some differences in how respondents react to the choice situations in the two types of choice situations they are presented with (traditional SP/search & sort). More work is required to quantify these differences. Along with the collection of a larger sample, several other avenues for further research exist: • Use of models allowing for taste heterogeneity • Use of choice set consideration models for data from search & sort games • Making use of information on attribute ignoring