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This study reveals that softness of boiled cassava roots and in‐ground storage‐ability as key attributes influencing varietal preference in addition to high yield, non‐bitter roots, disease resistance, early maturity and drought resistance, Summary This study aimed to identify cassava quality attributes preferred by users along the food chain, in order to provide breeders with criteria for prioritisation. Survey and consumer‐testing studies were conducted within Apac and Luwero districts in Uganda. Additionally, sensory evaluation by trained panellists was conducted to determine descriptors for assessing quality of boiled roots. Results revealed softness of boiled roots and in‐ground storability as key attributes influencing varietal preference besides high yield, non‐bitter roots, disease resistance, early maturity and drought resistance. For some attributes like in‐ground storability, preference differed significantly between locations and showed differentiation by gender. Local varieties were found to be superior in quality attributes. From sensory evaluation, twenty‐one descriptors associated with appearance, texture, taste and aroma of boiled roots were determined. Findings from this study are vital for breeders to adopt gender‐responsive approaches in order to develop varieties that meet the needs and preferences of end users.