A system to determine preference information of part worth values associated with a consumer and a product includes determination of a plurality of attributes of the product, each of the plurality of attributes associated with a plurality of attribute levels, determination of a plurality of piles of attributes based on a first indication of the consumer, each of the plurality of piles comprising one or more of the plurality of attributes, determination of a ranked order of a plurality of attributes of one of the plurality of piles, determination of a relative importance of one or more of the plurality of attributes of the one of the plurality of piles based on a second indication of the consumer, determination of a scale value of one or more attribute levels of the one or more of the plurality of attributes of the one of the plurality of piles based on a third indication of the consumer, and determination of a part worth value associated with an attribute level of one of the plurality of attributes of the one of the plurality of piles based on a determined scale value of the attribute level and a determined relative importance of the one of the plurality of attributes.