This research aims at developing a hybrid choice model (HCM) where a perceptional variable is measured by means of adjectives reported by individuals. Due to the qualitative nature of adjectives, the main challenges of the study involve their quantification and their integration into HCMs. In order to address these issues, we first obtain measures of the strength of the adjectives on the scale of the perceptional variable by using ratings from external evaluators. Second, an advanced measurement model of the perceptional variable is specified, in order to account for variations occurring in the answers from the evaluators.