The aims of this study were to investigate variation and clustering in breeding goal trait preferences among Norwegian dairy farmers and to identify factors with a systematic influence on their preferences. An internet-based questionnaire was sent out to dairy farmers connected to the Norwegian co-operative breeding organization Geno (N = 8222), of which 10.8% answered (N = 888). Of the 15 suggested traits fertility had the highest overall ranking, while parasite resistance and methane emission had the lowest. Four distinct preference clusters were identified by the means of cluster analysis, of which two had a high preference for milk production. Differences in terms of farm and herd characteristics between clusters suggests a mixture of systematic and intrinsic effects on breeding goal trait priorities. This study shows that Norwegian dairy farmers' preferences for breeding goal traits fall into four distinct clusters, both affected by herd and farm characteristics along with intrinsic values.