This is a very interesting discussion. However, it is indeed going in two different directions. It seems to me that the majority view the definition of a factor as macro, i.e. value, sentiment, momentum, etc.
My work focuses on individual factors, 37 to be exact, things like p/s, eps growth, inst%own, p/e, yield, analyst estimate changes and so on.
It is fairly simple, however tedious, to determine which factors are working by using the performance buckets in ranker. Furthermore you can’t just select 10 factors you think are in momentum and then find the stocks with the highest composite rank.
The trick is once you find factors in momentum you must correlate them back to individual stocks. Not at all easy. Simply because yield is in favor it doesn’t mean you just buy stocks with high yield. You must mix the factors so as to blend them into the perfect stock. Having done that, you must then cook up a portfolio that once again blends the factors in favor.
After originating the portfolio you must regularly adjust positions to keep the port in correlation with the natural ebb and flow of the factors in momentum. I do this at the beginning of each month, others I know of prefer quarterly as most of the data is refreshed on a quarterly basis.
I mentioned above the books by Professor Haugen. “The inefficient stock market, what works on Wall Street” is a must read regarding factor momentum, but you should read “The New Finance” first. O’Shaughnessy’s “What works on Wall Street” is also of interest but over simplifies what it takes to truly uncover what’s working now.
I call my buy list the “Superstocks”. If you read Haugen you’ll understand why…
I’ll conclude by adding that factor momentum is just the beginning of my strategy. I also use a bit of MPT and rely heavily on a reward/risk component.