With our subcontractor JBS International, New Editions conducted a formative qualitative study to ascertain how primary care clinicians and patients conceptualize and discuss preventive services. We used focus groups and simulated clinical scenarios to gain insight into the shared decision-making process. This knowledge will be used to guide the development and improvement of print and electronic tools that prompt joint decision-making by clinicians and patients regarding the United States Preventive Services Task Force (USPSTF) recommendations.