Abstract Government,policy ,has ,responded ,to concerns ,over declining ,levels of biodiversity ,on UK farmland,by introducing,a range,of agri-environmental,measures.,Costs for such,measures are relatively easy to establish, but benefits are less easily estimated. Economics can also help guide the design of biodiversity policy, by eliciting information on different attributes ofbiodiversity. In this paper we report on a research ,project funded by DEFRA which applied,the contingent,valuation,and,choice,experiment,methods,to valuing biodiversity,on farmland, and its attributes. Focus groups were used to identify relevant attributes (such as rarity, endangered status, and familiarity), and to discover how best to overcome the lack ofknowledge,which ,most ,people ,have ,regarding what ,biodiversity ,is and ,why,it matters. Results from both contingent valuation and choice experiments are them presented, comparing,samples,for Cambridgeshire,and,Northumberland.,The choice,experiment,uses a fractional factorial design to combine characteristics of familiar species, endangered status, ecosystem functioning and cost. The contingent valuation study looks at habitat recreation,and ,habitat ,improvement. ,We also ,investigate ,the ,extent ,to which ,workshop approaches,to data,collection,can,overcome,some of,the,possible,information,problems,in this instance, by testing out the effects of allowing for information exchange and group discussion,on peoples' choices,over biodiversity policy options.