The central goal of this study is to identify the core sets of safety features that consumers in Canada desire, as well as their willingness to pay. Multiple analytic methods were triangulated to ensure robust results. Central to this is a pioneering market modeling approach using Adaptive Conjoint Analysis (ACA) data. Purchase intent questions were asked outside of the conjoint exercise to calibrate the market model, as well as to identify purchase interactions using cluster analysis. A proprietary Shapley Value decomposition technique was then used on the conjoint data to derive the willingness to pay, and the marginal value of a safety feature in a successful package of features.