Introduction Open thyroidectomy is the most common approach to thyroid surgery. However, ‘scarless’ (in the neck) endoscopic thyroidectomy, consisting of endoscopic and robotic surgery, is progressively being adopted for its perceived cosmetic benefits. This study aims to determine the patient’s preferred surgical approach and to identify the factors that influence their decision. Materials and methods A pilot study consisting of 100 patients with a surgical thyroid disorder were prospectively recruited from a single tertiary centre. An interviewer-administered survey was conducted. Demographic, socioeconomic status, scar perception and an adapted body image scale were evaluated to identify factors that shaped the patient’s perception of the surgical approach. Results The mean age of participants was 54.5 ± 13.0 years; 72% were women and 87% Chinese. Of the 100 patients, 75 patients considered scarless endoscopic thyroidectomy as their preferred surgical approach while 25 patients opted for open thyroid surgery. Improvement in scar perception score between scarless endoscopic thyroidectomy and open thyroid surgery is associated with an increased willingness to choose scarless endoscopic thyroidectomy. The mean body image scale score was 6.9 ± 2.8, indicating no statistical difference between the surgical approaches. On multivariate analysis, improvement in scar perception score (odds ratio 3.38, 95% confidence interval 1.11–10.29) and having surgeon recommendation (odds ratio 6.38, 95% confidence interval 1.80–22.63) were independently associated with interest in scarless endoscopic thyroidectomy. Conclusion Patients interest in undergoing scarless endoscopic thyroidectomy is driven by improved scar perception and surgeon’s recommendation compared with open thyroid surgery.