Which question should you answer next?

Answer four questions about the decision, the available signal, and what you can change. Get a candid next step—not a claim that a short form can certify a method.

Question 1 of 4

Start with the decision

What decision is in front of you?

Choose the closest version. The tool does not diagnose a business; it helps frame the next question.

What this tool does

Match the method to the decision.

MMM is a portfolio lens. Incrementality testing examines whether a defined change produced lift. Some teams need both, in sequence. The final choice requires the actual data, constraints, and business downside—not the result of this quiz alone.