One of the most interesting tools we used was Grid Analysis. It gave us the option to list down all the pertinent factors against the options and weigh them accordingly. However, we debated over the assigning weightages to the factors for the marketing mediums. We were also not sure what data to use to support Grid Analysis.
The thing that struck me about Grid Analysis and other analytical tools was that the decisions I made earlier were in quite a sharp contrast to the results that came out after using the tools. Most importantly, these results did make sense. Interestingly, using logical tools and applying critical thinking is imperative and can help us to make robust decisions.