Introduction: Conjoint analysis is widely used to analyze the effect of intrinsic and extrinsic product attributes at the same time, having a choice, rank or rating as a response. Objective: To access how intrinsic and extrinsic attributes of gluten-free pasta with biofortified sweet potato flour affect consumers acceptance and feelings proposing a combination of conjoint analysis and CATA questions with emojis and Wellbeing Questionnaire (WQ) statements. Methodology: 93 subjects participated in a full-profile conjoint approach with the following factors (and levels): moment of consumption (before and after), nutrition claim (gluten free, vegan and source of pro-vitamin A) and highlighted ingredient (rice flour and biofortified sweet potato flour). Consumers answered an online questionnaire with 6 product concepts (monadically, randomized) rating acceptance and answering two CATA questions. Afterwards, they took a package of pasta home to prepared and consume, and answered the same questionnaire of the beginning. Data were analyzed by two-way ANOVA with interactions followed by Fisher (LSD) at a 95% confidence level. Importances were calculated using model parameters (utilities). The same procedure was used for acceptance (quantitative data), emojis (binary data) and WQ (binary data). The use of a parametric method to analyze binary data is justified both by comments made in Cochran’s original paper and because the data has a factorial structure with a good sample size. MFA was finally performed to check for data relationship. Results: Moment of consumption had the highest importance on acceptance, followed by nutrition claim and highlighted ingredient. The levels “before”, “pro-vitamin A source” and “biofortified sweet potato flour” positively contributed to acceptance, showing that nutrition claims and ingredients statement seem to be important to create positive expectations in a pre-consumption context. However, a mismatch between sensory experience and expectation was observed. Emojis and WQ contributed to levels differentiation and followed the same pattern as acceptance. Emojis presented higher interrelationship with acceptance data than WQ statements. Conclusion: CATA questions in conjoint experiments were useful tools to complement data interpretation and the use of ANOVA for binary data analysis showed to be appropriate, allowing to calculate utilities and importances for CATA options.