Is it worth it? Is the utility, enjoyment, and cost of the product worth it? Being worth it is the last and most powerful conclusion people reach before making decisions. Where is the science behind decision making? Asking the correct questions can help to improve products, services, test customer price sensitivity, uncover the best and worst of a customer journey, boost NPS and CSAT, beat competitor value propositions, measure the decision, predict sales, churn, and loyalty.