Psychometric validity requires construct, predictive, and content validity. However, existing methods for ensuring content validity are limited in their ability to identify attributes missing from a content domain or attributes that should be removed from a content domain. In particular, rather than capturing how consumers conceptualize a market construct, existing methods capture how consumers respond to how researchers conceptualize a market construct. The authors propose a market-based procedure for capturing how consumers conceptualize market constructs, including metrics for (1) identifying attributes missing from a content domain and (2) attributes consumers consider outside a content domain.