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Speaker: Eric Johnson (GSK)

Abstract:

We often have many objectives when we face big personal decisions like buying a house or car. If the information and judgments are all available, the basic data and logic for a multi-objective analysis can be captured in a simple grid in a spreadsheet. But if we are in an iterative process of information framing and gathering, the considerations and links to source data may get lost in the shuffle (leading to rework), and the tool may not give high-level insights (leading to poorly focused investigation). In this talk, I show some design ideas for a MODA spreadsheet that address these issues, with examples from my own house and car purchase decisions.