Decision Distance helps explain whether we addressed the motivations that make that action possible in the first place. Identify Decision Drivers From Customer LanguageThe first step is to identify the motivations behind a user’s search. So define the decision drivers you want to detect and write a short description of each one. Some of the most common decision drivers are, for example:Value for money: The desire to maximize perceived value relative to cost. Comparing the two profiles produces an experimental Decision Distance score, alongside the individual driver gaps that explain where the two profiles diverge.