CSD Matrix

CSD Matrix

A CSD Matrix (Certainties, Suppositions, Doubts) is a tool used to organize ideas by sorting them into three categories: Certainties (things you know for sure), Suppositions (things you believe but haven’t confirmed), and Doubts (things you are unsure about). It helps businesses clarify what they know, what they assume, and what they need to research before making decisions.

Why it’s important for your business

A CSD Matrix helps businesses avoid risky decisions based on unproven assumptions. By separating facts from guesses, teams can focus on gathering the right information and reducing uncertainty. This leads to better strategies, smarter investments, and fewer surprises.

Examples

1. E-commerce: A fashion store uses a CSD Matrix before launching a new product line—certainty: customers like eco-friendly materials, supposition: they will pay more for sustainability, doubt: which price point works best.
2. Finance: A banking app applies a CSD Matrix before adding a new loan feature—certainty: users want quick approval, supposition: they prefer digital-only applications, doubt: whether they trust AI-based loan decisions.
3. Travel-Tech: A flight booking site tests a new feature—certainty: users look for the cheapest flights, supposition: they are willing to pay extra for flexible dates, doubt: how many users would actually choose this option.

A CSD Matrix helps businesses make informed choices by clearly identifying what they know, what they think, and what they need to find out.

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