When testing product concepts, every detail in your survey design influences the quality of your results. One of the most important – and often overlooked – components is the attribute list. This is the set of characteristics or features that consumers are asked to evaluate for each concept.

Why does this matter? Because your attribute list acts as the common language across all tested ideas. It ensures that each concept is judged on the same criteria, making it easier to see which product qualities are driving interest – and which ones aren't resonating.

Making Comparisons Meaningful

Imagine launching 10 product concepts with different attribute lists for each. Even if the concepts are related, inconsistent attributes make it nearly impossible to compare results. You don’t know if one idea performed better because it was stronger or simply because it was judged by different standards. That's why building consistent attributes for product testing is so crucial – it allows for apples-to-apples comparisons and gives leaders the confidence to act on insights.

Attributes Help You Learn What Matters

Attribute testing also creates opportunities to dig deeper into what's really shaping consumer appeal. Is it the flavor? Packaging? Price point? With well-structured lists, you can isolate core drivers of preference and prioritize improvements with clarity. This helps turn concept testing into a strategic input for product development, rather than just a go/no-go checklist.

Some common attributes in concept testing include:

• Uniqueness
• Purchase intent
• Perceived value
• Believability
• Fit with brand
• Innovativeness
• Appeal to target audience

While these may seem straightforward, choosing the right list for your category – and sticking to it across tests – requires thoughtful planning. This is where research frameworks and tool expertise come into play.

The Case for Expert Support

If conceptualizing and refining attribute lists sounds complex, you’re not alone. That’s why many companies work with experienced insights professionals, like those from SIVO’s On Demand Talent network. These experts not only know how to create flexible, scalable frameworks – they’ve used platforms like AYTM to amplify speed and consistency without sacrificing quality. Bringing them in early can accelerate learning cycles and avoid costly rework down the line.

In short, well-built attribute lists aren’t just a checkbox – they’re the backbone of a reliable, repeatable concept testing process. Next, let’s look at how AYTM supports this kind of structured testing efficiently and at scale.

AYTM, short for Ask Your Target Market, is a consumer insights platform that allows companies to test ideas, concepts, and messaging through fast, self-service surveys. It’s become increasingly popular among marketers and researchers who need quick, flexible feedback on new products or campaigns – without the delays or cost of traditional research models.

AYTM research shines in environments where teams want to test multiple versions of concepts simultaneously. For example, instead of testing one ad or packaging idea per study, you can run high-volume concept evaluations – often called concept screening – and gather top-line insights in a matter of days. This speed is a major advantage for teams under pressure to innovate fast.

Key Features of AYTM for Concept Testing

• DIY survey design: Build and launch your own surveys using templates and a library of question types, including concept evaluations and monadic testing.
• Flexible sampling: Easily reach U.S. or global consumers who match your target market, based on demographic, behavioral, or lifestyle traits.
• Integrated analysis tools: Get instant access to results, with dashboards, heatmaps, and automated stats that help flag standout performers or problem areas.

But the real power of AYTM comes when it's paired with strong research design. While the platform makes it easy to launch tests, it doesn’t tell you which attributes to use – or how to create a structure that delivers trustworthy data over time. That’s where many teams struggle.

Common Pitfalls of Using DIY Market Research Tools

Despite its advantages, DIY platforms like AYTM can fall short if not used properly. Some common challenges include:

• Creating survey questions that are leading, inconsistent, or hard to compare
• Using different attribute lists from test to test
• Lack of standardization, which limits learnings across launches
• Underestimating the time it takes to clean, interpret, or tell the story from data

To get the most out of market research tools like AYTM, many brands are turning to experienced support. SIVO’s On Demand Talent includes seasoned professionals who’ve worked extensively with DIY research platforms and know how to structure concept testing questions for maximum value. These insights experts don’t just execute the research – they teach teams how to deepen internal capabilities and build repeatable processes that stick.

Why Expertise + Tools Drive Better Outcomes

Platforms like AYTM have brought incredible speed to the research world. But fast alone isn’t enough – accuracy matters just as much. When consumer insights are unclear, misinterpreted, or not actionable, business decisions suffer. That’s why partnering with professionals who understand both the tool and the strategic context is a game-changer.

With the support of fractional insights professionals, you can rapidly scale concept testing while ensuring quality and consistency. Whether you’re conducting your first AYTM concept test or refining a larger research program, having expert insight can help you get it right the first time.

Next, let’s explore how to actually build an effective, structured attribute list that works with AYTM’s concept testing tools – and supports long-term learning.

Creating effective attribute lists is a core step in any successful concept testing process, especially when using DIY market research tools like AYTM. Well-structured attribute lists ensure that survey data is organized, comparable, and ultimately actionable. Whether you’re evaluating new product concepts or refining existing ones, thoughtful attribute testing plays a significant role in identifying what truly resonates with consumers.

Start with Clear Objectives

Before crafting your attribute list, align with your research objective. Are you testing emotional appeal, product functionality, visual design, or pricing perception? Your objective will help narrow down the attributes that matter most. For example, if you’re running a product concept evaluation for a snack brand, attributes like taste, packaging appeal, portion size, and healthiness may be relevant starting points.

Use a Mix of Functional and Emotional Attributes

Strong attribute lists include a balance of rational and emotional dimensions. Functional attributes cover measurable qualities – such as durability, ease of use, or price – while emotional attributes speak to the product's personality and how it makes consumers feel. Including both allows for a well-rounded understanding of concept strengths and weaknesses.

Keep Attributes Specific and Distinct

A common issue in survey design is attribute overlap. Avoid similar or vague terms (e.g., “fun” vs. “entertaining”) that may confuse respondents or dilute the insights. Be concise yet clear. Redundancy not only lengthens the survey unnecessarily but can also blur meaning in the data.

Limit the Total Number of Attributes

While it's tempting to include every possible trait, overloading your survey can lead to respondent fatigue and unreliable inputs. Most concept testing surveys perform best with 8 to 12 attributes per concept, depending on the task type. Prioritize those that link most directly to your business goals and hypotheses.

Involve Cross-Functional Input

Bring in voices from key stakeholders across marketing, innovation, R&D, and consumer insights. Each team may bring valuable perspectives on what attributes should be tested and why. Collaboration also helps prevent siloed thinking and ensures alignment from the start.

Test and Refine Your List

Consider running a pilot test on a small sample using your DIY research platform. This gives you the opportunity to spot confusing attributes, discover missing ones, or rework the terminology to better fit your audience. AYTM research makes this process faster and more scalable – just keep a close eye on how data performs across your attributes during analysis.

By following these best practices, teams can build structured, meaningful attribute lists that drive powerful insight – transforming raw feedback into clear direction for innovation and marketing teams alike.

Consistency is the backbone of credible concept testing. When attributes shift from one survey to the next, data comparisons become muddled, patterns get disrupted, and ultimately, confidence in the findings weakens. Whether you're using AYTM research or another market research tool, having a stable attribute framework across testing cycles is key for reliable consumer insights.

Why Consistency Matters

Imagine testing a set of beverage concepts in Q1 focusing on taste, packaging, and price, then testing a new set in Q2 but replacing “price” with “value” and adding “refreshing.” Suddenly, your data isn’t apples to apples. Even small wording changes can impact how respondents interpret and rank attributes.

Consistency allows:

• Year-over-year and quarter-over-quarter analysis
• Reliable tracking of improvements or declines
• Greater clarity in what drives consumer preference
• Confidence in making business decisions based on trends

Establish an Attribute Framework Up Front

Create a master attribute framework early in your concept testing roadmap. This framework acts as a reference library that stays anchored over time. It can be organized by category or business objective – for example, aesthetics, functionality, emotional appeal, sustainability impact, etc.

This approach allows for repeatability without repetitive work. Having this foundation in place simplifies decisions in future projects and speeds up the process when you're in rapid testing mode using DIY market research tools.

When to Evolve and When to Anchor

Of course, your business will evolve – and your attributes should too. But changes should be deliberate and documented. Regularly reviewed frameworks can incorporate new language, technologies, or consumer trends, without undermining your baseline.

One best practice many teams follow: isolate experimental attributes in a separate survey section so as not to interfere with performance tracking on standard ones. That way, you're free to explore while protecting your core data set.

Ensure Alignment Across Teams and Projects

Large organizations often see different teams running overlapping consumer insights initiatives using DIY research platforms. Without coordination, inconsistencies in language and structure may sneak in. Setting up standardized documentation and survey templates – and sharing them with internal teams – is a great way to ensure everyone is working from the same playbook.

By maintaining consistency in your attribute testing framework, you set the stage for more strategic concept screening. The result? Better use of your data – and stronger confidence when comparing performance across time, products, or target audiences.

DIY market research platforms like AYTM have revolutionized how consumer insights teams operate – enabling faster turnaround, cost efficiency, and more control. But without the right expertise, the quality of the data – and ultimately its impact on business decisions – can suffer. That’s where On Demand Talent from SIVO comes in.

Bringing Expertise to Powerful Tools

While DIY platforms simplify the technical side of concept testing, they still require strategic thinking, thoughtful research frameworks, and sharp survey design. Our On Demand Talent are seasoned market research professionals who know how to get the most out of platforms like AYTM. They can help you structure concept testing questions, create consistent and high-impact attribute lists, and ensure your testing stays aligned to business goals.

Filling Skill Gaps Without Long-Term Commitment

Whether you’re facing a temporary bandwidth crunch or launching a high-volume product concept evaluation, On Demand Talent offers flexible support without the costs and delays of permanent hiring. These aren’t freelancers or consultants – they’re trusted insights professionals who can hit the ground running, support your existing team, and leave lasting value behind.

Examples of Strategic Support (Fictional Illustrations)

A CPG startup needed to screen 40+ snack concepts over two months via AYTM. With limited internal resources, they brought in an On Demand insights expert to structure the attribute testing and guide iterative survey design. This helped the team quickly identify their top 5 performing concepts – and do so in half the time previously planned.

Meanwhile, at a Fortune 500 company, an insights lead turned to SIVO's On Demand Talent to standardize inconsistent survey frameworks used by different business units. With the expert onboard, they created a centralized attribute library and removed friction from their rapid testing workflow.

Teaching and Uplifting Internal Teams

On Demand Talent isn’t just about execution – it's about capability building. Our professionals can work hand-in-hand with your team to transfer knowledge, share best practices, and boost internal confidence in using advanced DIY tools.

In a landscape where product teams are moving fast and budgets are stretched, having access to the right insights professional – exactly when and where you need them – can be the difference between confident decisions and missed opportunities.

If your team is embracing tools like AYTM and you want to ensure you’re maximizing their value, SIVO’s On Demand Talent solution provides the expert support to do just that – delivering better insights, faster, and with more impact.