Many familiar survey design challenges, from respondent fatigue and task complexity to crowded conjoint exercises, reflect well-established principles of human cognition. This presentation applies a cognitive psychology lens to quantitative market research, connecting findings from MaxDiff, conjoint, and survey research with what we know about perception, attention, working-memory, and decision-making. Attendees will learn how these connections can inform design decisions and help anticipate where attention limits, working-memory constraints, and decision shortcuts may influence respondent behavior.