In this study, we evaluate the preference of consumers in Niger for different tuwo or couscous characteristics using conjoint analysis. Data were collected through a structured survey administered at 4 sites. Preferences are estimated for three products (couscous, fermented tuwo and nonfermented tuwo) made from 5 pearl millet cutivars. We provide relative valuation for different traits by type of product. Results show that product taste, visual characteristics, and textural attributes are important. The different valuation of characteristics across products and ethnic groups, however, suggests that signals regarding preferences may be very noisy. Consequently, it might be difficult to design pearl millet improvement programs, or food processing programs that are broadly acceptable.