Abstract: A method for evaluating consumer response comprising conducting interviews to obtain emotional, rational and personality descriptors of functionally related items, eliciting from consumers evaluations of the extent to which the non-eliminated descriptors are attributable to each item, creating a discrimination index of the evaluated descriptors whereby descriptors, which provide the most discrimination between items and which account for the greatest amount of behavioral variance over 70% among consumers, are identified as attributes, eliciting from consumers evaluations of the extent to which attributes are attributable to reference items and to given items, eliciting from consumers evaluations of a degree of preference for each given item, performing an independence factor analysis of the attributes in order to form clusters of related attributes, creating a multi-dimensional matrix for each use associated with given items wherein points representing reference items and given items are plotted based upon th