With the increase of smart mobile technology, the way companies conduct market research has advanced dramatically. Today, consumers answer surveys by using both direct touch interfaces (e.g., touchscreens) and indirect touch ones (e.g., trackball, mouse/keyboard combo). Despite, previous research focusing on the effects of varying interface types on consumers’ online purchase decisions, no research yet has examined the influence of interface types on the outcomes of market research studies. This research fills this void in presenting evidence from a meta-analysis, an online study, and an experiment that shows how the use of direct (vs. indirect) touch interfaces systematically increases estimates of WTP and general product demand, while decreasing price sensitivity derived from adaptive choice-based conjoint studies. We additionally highlight the role of study enjoyment and consumers’ need for touch as psychological process explanation. As conjoint analysis is one of the most widely applied quantitative marketing research techniques, researchers should, therefore, control for respondents’ interface type in order to adjust the type used in market research studies with the type of interface future customers will use when purchasing the focal product and services.