Introduction
What Is a Product Attribute Framework in Market Research?
- "All-natural ingredients"
- "Boosts daily energy levels"
- "Low sugar content (under 5g per serving)"
- "Available in five fruity flavors"
Why It Matters
When using DIY insights tools like AYTM, brands often focus on the speed and accessibility of launching a study. But if the attribute framework is too generic, unclear, or unbalanced, the data you collect may be flawed or hard to interpret. A good product attribute framework helps ensure:- Clarity – Consumers understand what they’re choosing between
- Consistency – Attributes are written in a balanced, comparable way
- Relevance – You're testing aspects of your product that actually impact buying behavior
How to Choose and Structure Strong Attributes for AYTM Studies
Start with Clear Objectives
Begin by clarifying what you’re trying to learn from the research. Are you:- Evaluating which product claims resonate most?
- Understanding what features drive preference?
- Testing creative messaging or value propositions?
Best Practices for MaxDiff Attribute Design
MaxDiff (short for Maximum Difference Scaling) is a common survey task used in AYTM to prioritize what matters most to consumers. In MaxDiff, respondents are shown sets of attributes and asked to pick the most and least appealing. To make this effective: - Keep statements concise (ideally 5–10 words) - Write attributes in plain, unbiased language - Avoid overlapping or redundant concepts - Balance the level of perceived value (don’t mix minor and major benefits in the same list) For example, if one attribute says “Tastes great” and another says “Clinically proven to reduce cholesterol,” the comparison isn’t fair – one is a functional claim, the other is a softer benefit. Creating a level playing field is key for reliable results in MaxDiff studies.Writing Attributes for Clarity and Comparison
Use consumer-friendly phrasing, and make sure each attribute can stand alone – no jargon, no fine print. Even attributes that feel obvious (like “affordably priced”) should be clearly worded to avoid misinterpretation. Common formats include: - Feature-driven: "Dual-camera technology" - Benefit-driven: "Reduces back pain within 7 days" - Claim-driven: "Clinically tested by dermatologists" Test your statements internally before launch. Ask yourself: Would a consumer understand this without additional context? If not, reword.Structuring Attribute Lists for Product Testing
Aim for a manageable number of attributes – enough to draw distinctions, but not so many that you overwhelm respondents. In AYTM studies, a list of 10–15 well-crafted attributes typically works well for MaxDiff. Ratings-based studies can sometimes accommodate a few more. Avoid mixing too many “types” of attributes (e.g., price, emotion, function, brand tone) without organizing them logically. Experienced researchers can help you bin and balance these categories for a more coherent structure.Why Teaming with Experts Improves Results
DIY platforms like AYTM simplify the execution of survey studies – but getting the attribute selection right still demands nuance. That’s why many teams turn to experienced researchers, like SIVO’s On Demand Talent, to co-develop or review their frameworks ahead of launch. These insight professionals: - Help identify high-impact claims to test - Write attributes that align with business objectives - Ensure survey design doesn’t unintentionally bias results This expert support is especially valuable when your internal team is stretched thin or unfamiliar with tools like MaxDiff. By partnering with On Demand Talent, insights teams can enhance their use of DIY tools and ensure the quality and clarity of their data aren’t compromised. The stronger your product attribute framework, the better equipped you are to turn DIY research into real-world insight.Writing Clear and Survey-Friendly Attribute Descriptions
Once you've selected your list of potential product attributes, the next step is writing descriptions that are easy for survey respondents to understand. In AYTM research studies, clarity is critical. When using DIY insights tools like AYTM, there's no moderator on hand to clarify confusing terms. That’s why properly written survey attributes can dramatically impact your data quality and respondent engagement.
Think Like a Consumer
When writing product attribute descriptions, always consider the respondent’s perspective. Even if you’re immersed in your brand or product category, your audience may not be. Use plain, conversational language that matches how real people talk about your type of product in everyday life.
For example, instead of writing an attribute like “Artisanal production method,” consider a clearer phrase such as “Made by hand in small batches.” This small shift helps make the description intuitive and unambiguous.
Keep It Focused and Balanced
Each product attribute should capture one distinct idea. Avoid combining concepts like “Affordable and eco-friendly,” as it’s unclear which part the respondent is reacting to. Additionally, aim for consistency in tone and length across your attribute set. This avoids anchoring bias or unintended emphasis.
- Do: “Contains natural ingredients”
- Don’t: “Contains natural ingredients and is better for the environment”
Another tip: steer clear of value-laden terms like “best,” “most popular,” or “high-end” unless your attributes are designed to test claims. Let respondents decide what appeals to them without suggesting a “right answer.”
Highlight Differences That Matter
Your attribute descriptions should reflect real choices or trade-offs. If two attributes sound nearly identical, it can confuse respondents and dilute your insights. Good survey attribute design highlights decision-worthy variations.
(Fictional example:) If you're testing flavor attributes for a snack bar, “Sweet berry flavor” and “Rich berry flavor” may be too similar. Instead, try “Tart berry flavor” versus “Sweet strawberry flavor” for clearer differentiation.
Ultimately, well-crafted survey attributes should feel natural, clear, and distinct – all helping the AYTM platform do what it does best: gather clean, focused consumer research data.
Preparing Attributes for MaxDiff and Rating Tasks in AYTM
When preparing your product attribute framework for AYTM, it’s important to match your attribute design with the type of task you plan to run – especially MaxDiff or rating-based exercises. These tasks help you measure what matters most to consumers, but only if the attributes are structured in a way that fits the method.
Understanding the Key Differences
MaxDiff (Maximum Difference Scaling) presents attributes in sets and asks respondents to pick the most and least important (or appealing) within each set. Rating tasks ask respondents to score each attribute individually, usually on a scale.
- MaxDiff attributes need to be short, distinct, and phrased to maximize direct comparison
- Rating attributes allow for more nuance and can tolerate slightly more descriptive phrasing
Crafting the Right Type of Attributes
In MaxDiff, attributes must be extremely clear and mutually exclusive. Overlapping or vague attributes don’t work well because respondents struggle to compare them. For example, if two claims say “High protein” and “Protein-packed,” respondents may not know the difference – and neither will your results.
Here are a few best practices for MaxDiff attribute design:
- Keep descriptors as short and direct as possible (e.g., “Low sugar,” “Organic ingredients”)
- Avoid double-barreled claims (e.g., “High quality and low cost”)
- Ensure each attribute stands alone – don’t include comparative language like “better than competitors” unless you're testing claims directly
For rating tasks in AYTM, you have a bit more flexibility. Since attributes are presented one by one, you can afford slightly longer phrasing to clarify your meaning. These formats also work well for exploratory product testing, where you’re measuring broad sentiment across many attributes.
Calibrating for Comprehension and Load
Whether you’re doing MaxDiff or rating tasks in AYTM, respondent experience matters. Keep your total list of attributes manageable – typically under 20 – to reduce survey fatigue. And avoid jargon-heavy language, which can confuse or slow down response times. The goal is high-quality insight, not just completion.
By aligning how you write and structure your survey attributes to fit AYTM’s research methods, you help uncover clearer, more actionable consumer preferences.
How On Demand Talent Ensures Attribute Frameworks That Drive Better Data
While DIY insights tools like AYTM offer powerful features and fast turnaround, great tools still require great inputs. That’s where expert insight professionals – like those in SIVO’s On Demand Talent network – make the difference. They help transform a list of loosely defined product features into a purposeful, well-structured attribute framework that delivers better data and real insights.
Bridging the Gap Between Tools and Strategy
Creating an effective product attribute framework isn’t just about writing snappy labels. It’s about translating business objectives into research-ready inputs that match how consumers think, evaluate, and choose. Our On Demand Talent experts bring a strategic lens to the table, ensuring that survey attributes align with the broader goals of your product testing or consumer research study.
They’re trained to spot issues that may fly under the radar – such as overlapping attributes, unclear language, or attributes that aren’t suited for the chosen method (like MaxDiff). These professionals help structure attribute lists so they produce high-quality data, not just fast results.
Elevating DIY Research With Human Expertise
In today’s market, DIY insights tools are indispensable. Teams are running more studies in less time, often with leaner resources. But self-service platforms also increase the risk of underdeveloped research design. That’s where On Demand Talent steps in – flexibly and quickly.
Unlike freelancers or solo consultants, our On Demand Talent experts are part of a curated network of seasoned professionals across all types of consumer research and industries. Whether supporting an innovation sprint, optimizing a product messaging test, or helping with survey programming in AYTM, they integrate seamlessly with your team and workflows.
Build Capability While You Get Results
Another bonus: On Demand Talent doesn’t just solve for today. Our experts also coach your internal teams as they work, helping build long-term capability in using market research tools like AYTM effectively. That means you get reliable outcomes now – and stronger internal insights practices in the future.
When the stakes are high, or internal bandwidth is low, partnering with SIVO’s On Demand Talent gives you more than hands on a project. It gives you brains, experience, and strategic support that improves your attribute frameworks and your overall market research outcomes.
Summary
Product attribute frameworks are foundational for meaningful product testing and consumer research. In this guide, we explored what product attribute frameworks are, how to choose and structure them for AYTM studies, and how to write clear, consumer-friendly descriptions. We also covered how to tailor attributes for MaxDiff and rating tasks, ensuring that results reflect true consumer priorities. Finally, we showed how expert guidance from SIVO’s On Demand Talent can elevate your research design, boost data quality, and help your team grow confident in leveraging powerful DIY tools like AYTM.
Whether you're managing a complex MaxDiff study or just starting to test product claims, strong attribute design sets the stage for actionable insights.
Summary
Product attribute frameworks are foundational for meaningful product testing and consumer research. In this guide, we explored what product attribute frameworks are, how to choose and structure them for AYTM studies, and how to write clear, consumer-friendly descriptions. We also covered how to tailor attributes for MaxDiff and rating tasks, ensuring that results reflect true consumer priorities. Finally, we showed how expert guidance from SIVO’s On Demand Talent can elevate your research design, boost data quality, and help your team grow confident in leveraging powerful DIY tools like AYTM.
Whether you're managing a complex MaxDiff study or just starting to test product claims, strong attribute design sets the stage for actionable insights.
