Nielsens 12 factors encompass five main areas:

Salience

Distinct proposition Does the product offer a true innovation?

Attention-catching Will the product be noticed?

Communication

Message connection Is your message conveyed in a simple,

persuasive way?

Do you have a clear and concise message? Is it conveyed without

clutter?

Attraction

Does your product have a substantial need/desire? Is it solving a

problem or meeting consumers needs?

What is your products advantage? Is it better than others currently in

the marketplace?

Credibility Are your product claims believable?

Acceptable downsides (Typically related to side effects for over-the-

counter products).

Point of purchase

Findability Is the product where consumers expect it to be? Can

shoppers find it easily among the competition?

Acceptable costs What are the cost-benefit trade-offs at the shelf? This
could be price, calorie content and usage instructions, among other
factors.
Endurance

Product delivery Did you meet or exceed consumers expectations?

Are you delivering on your products promise?

Product loyalty Will consumers continue to purchase your product in

the future?