This is horrible difficult since it's so personal.
To me viewing comfort is probably the most important.
Viewing comfort includes several factors, such as:
* Exit pupil size (bigger is generally better)
* Eye relief (must be tested, varies over zoom range)
* FOV (> 2.4° at 25x-30x is nice)
* AFOV (i.e. tunnel vision if to small,should be at least > 55 at 25x, or > 60 at 30x)
* Sharpness (center and edge)
* Depth of field (mostly depends on magnification)
* Contrast (lens coatings)
* Brightness (objective lens size and transmission)
Other important image quality factors are
* Resolution (Larger obj.lens gives generally better resolution)
* CA-control (center and edge, HD/ED/FL lenses are mandatory)
* Color rendition (differs between makes)
I also find the handling and focus adjustment very important,
including factors as:
* Type of focus adjustment (top or central focuser)
* Type of zoom adjustment (on EP or on body)
* Weight
* Balance (smaller scopes tend to be back heavy)
Other factors that
may be considered are:
* price/value for money
* warranty
* service level
* ruggedness/build qual. (rubber armor etc)
* min. close focus distance
* size
* max magnification
* min magnification (a lower min.mag. can be useful in bad conditions as low light or hot air)
* light transmission (more important in a smaller scopes)