Simple procedures are provided for exchanging charge-compensating ions in conjugated polyelectrolytes by progressive dilution of the original species and for determining the degree of ion exchange by using X-ray photoelectron spectroscopy. By using these methods, the bromide ions in poly[(9,9-bis(6'-N, N,N-trimethylammoniumbromide)hexyl)fluorene-co-alt-4,7-(2,1,3-benzothiad iazole)] were exchanged with BF4-, CF3SO3-, PF6-, BPh4-, and B(3,5-(CF3)(2)C6H3)(4)(-)(BArF4-). Absorption, photoluminescence (PL), and PL quantum yields (Phi) were measured in different solvents and in solid films cast from methanol. Examination of the resulting trends, together with the spectral bandshapes in different solvents, suggests that increasing the counteranion (CA) size decreases interchain contacts and aggregation and leads to a substantial increase of in the bulk. Size analysis of polymers containing Br- and BArF4- in water by dynamic light scattering techniques indicates suppression of aggregation by BAr4F-. Nanoscale currentvoltage measurements of films using conducting atomic force microscopy show that hole mobilities and, more significantly, charge injection barriers are CA dependent. These results show that it is possible to significantly modify the optoelectronic properties of conjugated polyelectrolytes by choosing different counterions. A parent conjugated backbone can thus be fine-tuned for specific applications.