What do you consider the most when choosing a pair of speakers?

Spinorama or quasi anechoic measurements. If those look pretty good then they would be something worth auditioning.

Thank you for your reply. but what about the final decision? 

Sound.

I see you sell speakers. Lets see the spins or anechoic measurements. I notice they are absent from your website that right there is a big red flag for me.

Dynamics and coherence. And of course, good tone and timbre.