Analytical Methods
Decision Matrix
Decision Matrix gives teams a repeatable quantitative research practice. It keeps everyone aligned around planning & analysis by helping you help make a rational decision by comparing different solutions based on weighted criteria. Grounded in analytical methods, the method turns insight into tangible next steps.
Goal
Planning & Analysis
Group
Quantitative Research
Users
No User Involvement
Overview
A Decision Matrix is a tool used to evaluate and prioritize options based on specific criteria. By assigning weights and scores to different factors, it facilitates objective decision-making. Decision Matrices are valuable in product development, project management, and strategic planning, where complex decisions need to be made. By providing a structured approach to evaluating alternatives, they help teams align on priorities, reduce bias, and make informed decisions that align with organizational goals.
Step-by-Step Procedure
8 steps to complete
1
Identify the problem
Clearly define the problem or decision you need to make. This step is crucial, as it will help you understand the context and the factors that need to be considered while making the decision.
2
List the criteria
Identify the most important criteria (factors) that need to be addressed in the decision-making process. These criteria should be relevant, specific, and measurable. It’s recommended to limit the number of criteria between 5 and 10 to make the decision matrix easier to manage.
3
Assign weights
Assign a weight to each criterion to signify its importance in the decision-making process. The weights can be assigned on a scale of 1 to 10, where 1 represents the least important criterion and 10 represents the most important criterion. Ensure that the sum of all weights is equal to 1 (or 100%, if using percentages).
4
Identify the alternatives
List out all possible alternatives or solutions that could potentially address the problem. These alternatives should cover a wide range of options and should be viable in the given context.
5
Evaluate each alternative
For each alternative, evaluate its effectiveness in addressing each of the criteria. The evaluation can be done using a scale of 1 to 10, where 1 represents the least effective solution and 10 represents the most effective solution. Rate the performance of each alternative on each criterion, thus creating a matrix.
6
Calculate the weighted scores
Multiply the rating of each alternative for a particular criterion by the weight assigned to that criterion. Repeat this for all criteria, and then sum up the weighted scores for each alternative. The result will be the total weighted score for each alternative.
7
Compare and choose
Compare the total weighted scores for each alternative. The alternative with the highest total weighted score should be considered as the most suitable solution to the problem, as it best satisfies the chosen criteria. Make a decision based on the results of the decision matrix, taking into consideration any additional factors, if necessary.
8
Review and adjust
Review the decision matrix results, and critically analyze if the outcome makes sense in the given context. If necessary, adjust the weights, ratings, or even reevaluate the criteria, and repeat the process until you find a satisfactory and well-supported decision.
Method Complete
Real-World Examples
See how this method is applied in practice
Understanding Deal Discovery Behavior
Research conducted with Groupon users to understand how they discover and evaluate local deals. Participants included frequent buyers in the Food & Drink and Health & Beauty categories, as well as occasional users. The study revealed that users rely heavily on personalized recommendations and location-based filtering, with visual imagery and merchant ratings being key decision factors. Users also expressed interest in occasion-based browsing like "date night deals" or "weekend activities."
Local Merchant Experience Research
Study with restaurant, spa, and fitness business owners to understand their experience with Groupon's merchant platform. Participants included both new merchants in onboarding and experienced merchants running multiple campaigns. Findings showed merchants struggled with understanding optimal pricing strategies, setting deal capacity, and interpreting performance analytics. Many requested competitive benchmarking and seasonal promotion guidance.
Deal Redemption Experience Study
Research with Groupon customers who recently redeemed deals at local businesses. The study focused on the in-person redemption experience, including showing vouchers to merchants, handling booking requirements, and resolving issues. Insights revealed that users felt anxious about merchant acceptance and wanted clearer communication about what to expect during redemption.
Deliverables
What you'll produce from this method
Research Goals and Criteria
A document outlining the research goals and criteria for evaluation, ensuring that all team members are aligned and working towards a common objective.
Decision Matrix Template
A template for organizing and comparing potential solutions or design alternatives based on predetermined criteria and weightings, allowing for systematic and objective evaluation.
Alternatives List
A comprehensive list of potential solutions or design alternatives to be evaluated within the decision matrix.
Criteria and Weighting Documentation
A document detailing the rationale behind the selection of evaluation criteria and the determination of weightings for each criterion, ensuring consistency in the evaluation process.
Filled Decision Matrix
A completed decision matrix, filled in with scores for each alternative based on the established criteria and weightings.
Ranking of Alternatives
A ranked list of alternatives based on the aggregated scores from the decision matrix, highlighting the best and worst performers.
Insights and Recommendations
A summary report detailing key insights, potential areas of improvement, and recommended actions based on the results of the decision matrix analysis.
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