This article explores the preferences of English political party members regarding intra-party decision-making, focusing on the potential tension between democratic procedures and electoral success. Using a comprehensive conjoint experiment, the authors assess whether members prioritise democratic decision-making, even if it risks electoral outcomes, or favour maximising electoral chances at the expense of internal democracy. Surveying members from the Conservative and Labour parties in England, participants were presented with hypothetical party profiles featuring attributes such as leadership selection, policy determination, candidate nomination, and digitalisation. By randomly varying these attributes, the conjoint experiment isolates the effect of each decision-making component, providing a nuanced view of members’ attitudes towards party decision-making. The survey concludes with a targeted question on the democracy-versus-efficiency trade-off, analysed alongside conjoint results and sample demographics, including members’ seniority, age, gender, and party engagement levels. This research fills a significant gap in the party politics literature, offering empirical insights into members’ perspectives on their influence within parties. This is especially relevant given the growing demands for democratic renewal in democracies facing a crisis of representation. By examining members’ preferences for democratic versus efficiency-oriented decision-making, this study illuminates the potential tensions within party organisation concerning representativeness and responsiveness, contributing to broader discussions on revitalising political parties.