This is a basic MAUT tool designed to help you test and compare the strength of various ideas and options. In this tool you will take each of your options/ideas/product and rank them against several attributes. The options must share common attributes that have some degree of impact on your decision. If for example you were comparing four different agencies you might included attributes like skill level, hourly rate, availability, years in business, creativity, in-house resources, etc. Each attribute is given a "weight factor" which is just a number between 1 - 100 you will assign to an attribute as to how important it is to you. For example you might weight availability very high at 98 if you have an immediate need and hourly rate relatively lower at 60 if you have plenty of budget. The basic math works like this. You set a weighting factor for each attribute. The attribute value is automatically multiplied by whatever score (1 - 10) you give for each of your options. The total for each option displayed at the end of each line. The higher the score, the more likely that is the choice you should make.