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People's preferences influence national priorities for economic development and ecological integrity. Often policymakers and development agents base their actions on unclear assumptions about such preferences. This paper explores rural citizens' preferences for economic and ecological development outcomes and how they differ within and between communities. We collected data from three purposely selected communities representing dominant social‐ecological systems in the transboundary Cubango‐Okavango River basin in southern Africa. We used contingent ranking survey experiments, which are a novel methodological advance in policy related research. This included a qualitative experimental design process that provided a broad framing underpinning the research. The contingent ranking itself allowed us to simultaneously assess: (i) respondents' priorities for development domains; and (ii …