What is Relative Importance Testing?

Relative Importance Testing is a mental model used for better thinking and decision-making.

How do you apply Relative Importance Testing?

To apply Relative Importance Testing, identify situations where this framework is relevant, then use it as a lens to evaluate your options and decisions. The model is most useful when combined with other complementary mental models.

What category does Relative Importance Testing fall under?

Relative Importance Testing falls under the Business & Strategy category of mental models. Other models in this category can be found on the Business & Strategy hub page.

Why is Relative Importance Testing important?

Relative Importance Testing is important because it provides a structured way to think about problems that would otherwise be approached with intuition alone. Understanding this model helps you avoid common reasoning errors and make better decisions.

About How we built this Sponsorship Shop

Search Subscribe Decision Tools Business Models Frameworks Reading Lists

Relative Importance Testing Mental… | Faster Than Normal

People Businesses Shop Newsletter

Ask a question →

Home
Mental models
Relative Importance Testing

Business & Strategy

Relative Importance Testing

Model #0642Category: Business & StrategyDepth to apply:

4 min read

On this page

Core Idea
How to See It
How to Use It
Founders & Leaders
Connected Models
One Key Quote
Summary & Further Reading

Contents

1. Core Idea
2. How to See It
3. How to Use It
4. Founders & Leaders
5. Connected Models
6. One Key Quote
7. Summary & Further Reading

Subscribe to read the full Relative Importance Testing analysis — when to use it, when it misleads, step-by-step application, and company examples.

Membership gives you full access to every piece of research in the library, plus the AI assistant.

Start 7-Day Free Trial

Cancel anytime.

Or get the newsletter free — I send one every week.

Full subscribe page

Or ask about this topic — 5 free questions included

Continue exploring

Mental model

100 People Love

Build something 100 people love rather than something 1 million people kind of l

Mental model

7 Powers (Hamilton Helmer)

The seven — and only seven — sources of durable competitive advantage: Scale Eco

Mental model

BATNA

Best Alternative to a Negotiated Agreement — your power in any negotiation comes

Mental model

Competition is for Losers

Peter Thiel's thesis: every moment spent competing is a moment not spent buildin

Mental model

Disagree and Commit

Once a decision is made after genuine debate, everyone — including dissenters —

Mental model

Disruptive Innovation

Inferior products that start in niche markets and improve until they overtake in

Popular Mental Models

First Principles Thinking Occam's Razor Circle of Competence Inversion Confirmation Bias Second-Order Thinking Dunning-Kruger Effect Survivorship Bias Pareto Principle Opportunity Cost

·Business & Strategy

Section 1

Core Idea

Relative importance testing measures how much each factor (feature, attribute, message) drives choice or satisfaction when considered together — not in isolation. People say one thing in a survey and weigh factors differently in real decisions. The core idea: learn what actually drives behaviour by testing relative importance (e.g. max-diff, conjoint), then prioritise and message accordingly.