The Capital Asset Pricing Model (CAPM) is the simplest factor model: each asset's expected excess return is proportional to its beta to the market:
The intuition: investors only get paid for systematic risk that can't be diversified away.
Multi-factor extensions have largely supplanted single-factor CAPM. Fama-French three-factor adds size and value:
Five-factor adds profitability and investment. Carhart's momentum factor and Asness-Frazzini quality factor are also widely used. Modern factor models often have + factors covering style, sector, country, and macro exposures.
Factor models serve two purposes: explaining returns (decomposing past performance) and forecasting risk (covariance matrices implied by factor exposures are far more stable than raw sample covariances).