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Home > Blog > Data Analytics

What is a Sensitivity Analysis? Definition, Examples & How to

Sensitivity analysis is a method employed in business and other fields to examine how alterations in variables affect outcomes. It helps assess the responsiveness of a model or system to changes in input parameters.

sensitivity analysis

In marketing, sensitivity analysis enables managers to gauge the influence of factors such as pricing, advertising budgets, market share, and customer acquisition costs on key performance indicators or objectives.

The process involves systematically adjusting these input variables while observing how the changes affect the overall outcome. The goal is to identify which factors have the most significant influence on the results and understand how robust or vulnerable a marketing strategy or model is to variations in these factors.

In this blog, you will learn:

Table of Content:

  1. What is Sensitivity Analysis?
  2. Video Tutorial: How to Perform Sensitivity Analysis
  3. What is Meant By Sensitivity Analysis?
  4. Why is Sensitivity Analysis Necessary?
  5. When to Use Sensitivity Analysis?
  6. How Does Sensitivity Analysis Work?
  7. What are the Different Types of Sensitivity Analysis?
  8. Scenario Analysis vs. Sensitivity Analysis
  9. Top 5 Real-Life Sensitivity Analysis Example
  10. Sensitivity Analysis Methods
  11. How to Do a Sensitivity Analysis?
  12. Sensitivity Analysis Formula
  13. Steps For Conducting Sensitivity Analysis in Google Sheets
  14. Challenges And Solutions for Sensitivity Analysis
  15. Exploring Financial Sensitivity Analysis
  16. Exploring Business Sensitivity Analysis
  17. Pros and Cons of Sensitivity Analysis
  18. Best Practices For Sensitivity Analysis Visualization
  19. Sensitivity Analysis FAQs
  20. Wrap Up

What is Sensitivity Analysis?

Definition: Imagine playing a game where every move you make shifts the outcome in unexpected ways. That’s what businesses face daily. They live in a world full of “what-ifs.” What if costs go up? What if the market changes? Here’s where sensitivity analysis comes into play.

The Magic Behind the Scenes

At its core, sensitivity analysis is like a crystal ball for businesses. It answers the big question: How do different variables impact our goals? Think of it as a method to peer into the future of a project, considering all the twists and turns that different factors can take.

A Closer Look at How It Works

Here’s how it unfolds: you pick a factor, maybe it’s the price of materials or customer traffic. Change that one factor and watch the ripples affect your project’s outcome. It’s like adjusting the dials on a complex machine, observing how each tweak can lead to success or challenges.

To sum up, sensitivity analysis is your business compass, guiding you through the complex world of financial decision-making. It helps you play the ‘what-if’ game effectively, understand the impact of variables, and make decisions that steer your business in the right direction. It’s not just about numbers; it’s about understanding the stories those numbers tell and using them to chart a successful course for your business.

Video Tutorial: How to Perform Sensitivity Analysis

What is Meant By Sensitivity Analysis?

Sensitivity Analysis is a technique used to determine how different variables impact a specific outcome in a model. It helps assess the effect of changing input values on the final result, making it useful for risk assessment, decision-making, and forecasting.

Why is Sensitivity Analysis Necessary?

Sensitivity analysis is essential because it evaluates how changes in input variables impact outcomes, helping identify key drivers and assess risks. It validates models, supports scenario planning, and improves decision-making by highlighting uncertainties. This ensures resource optimization and better preparation for varying conditions.

When to Use Sensitivity Analysis?

Sensitivity analysis is used when you need to evaluate how changes in input variables affect an outcome. It is ideal for risk assessment, decision-making under uncertainty, optimizing resource allocation, validating models, and exploring “what-if analysis” scenarios. It’s especially useful in financial modeling, project planning, and forecasting to identify key factors influencing results.

How Does Sensitivity Analysis Work?

Sensitivity analysis examines how changes in input variables impact a model’s outcome. By systematically varying inputs and observing the effects, it identifies which factors significantly influence results. This helps in decision-making, risk assessment, and optimizing processes across fields like finance, engineering, and business.

What are the Different Types of Sensitivity Analysis?

Sensitivity analysis is a multifaceted tool, offering a range of methods to understand and predict the impact of variables on outcomes. From the focused approach of local and global analyses to detailed methods like scenario analysis and Monte Carlo simulations, it provides a comprehensive toolkit for exploring the what-ifs in any model or system.

  • Diving into Local and Global Sensitivity Analysis

Let’s start our exploration with a look at two fundamental types of sensitivity analysis: local and global. Local sensitivity analysis is like taking a magnifying glass to each parameter of your model, examining them one at a time while keeping the rest constant. Imagine you’re fine-tuning a race car; you’d tweak one part at a time to see how it affects the car’s performance, without altering anything else.

On the other hand, global sensitivity analysis is the big-picture approach. It’s like orchestrating a symphony where you have to understand how every instrument contributes to the overall sound. In more technical terms, global sensitivity analysis is used in complex modeling scenarios, employing techniques such as Monte Carlo simulations. This method doesn’t just look at individual parameters but considers the collective impact of all variables on the outcome.

  • One Variable Analysis: Simplifying Complexity

One variable analysis stands as the most straightforward method in sensitivity analysis. It’s like testing the waters by changing one aspect at a time. You adjust one variable in your model, see how it changes the outcome, and then repeat the process with another variable. It’s a step-by-step guide to understanding the influence of each component in your model.

  • Scenario Analysis: Crafting Different Futures

Imagine you’re writing different endings for a story that’s what scenario analysis is all about. It creates various scenarios by altering input variables and observes how these changes sculpt the results of your model. Each scenario is a different tale, showing how multiple assumptions can lead to diverse outcomes. It helps ensure that your model or system is robust and adapts well to change.

  • Tornado Diagrams: Visualizing Impact

Tornado diagrams are the visual storytellers of sensitivity analysis. They show how different input variables impact the outcomes. Variables are listed in order of their influence, creating a tornado-like shape on the graph. This method makes it easier to see which factors are the most impactful at a glance.

  • Scatter Plots: Spotting Trends and Relationships

Scatter plot charts are like the constellations in the night sky of data analysis. They plot multiple variables at once, showing how input values on the x-axis relate to outcomes on the y-axis. Each point on the plot is a unique combination of input and output, revealing patterns and trends in the relationship between variables.

  • Monte Carlo Simulation: Predicting Multiple Outcomes

Lastly, the Monte Carlo simulation is like rolling the dice multiple times to see all possible outcomes. It generates a plethora of random samples within the range of your input variables, each leading to different outcomes. This technique allows you to explore a broad spectrum of possibilities, providing a comprehensive view of the sensitivity and uncertainty in your model.

Scenario Analysis vs. Sensitivity Analysis

Aspect Sensitivity Analysis Scenario Analysis
Definition Examines how changes in individual input variables affect outcomes. Explores the impact of different sets of assumptions or scenarios on outcomes.
Focus One variable at a time. Multiple variables simultaneously in a holistic scenario.
Purpose Identifies key variables and their impact. Evaluates outcomes under different potential scenarios.
Approach Systematic and incremental adjustment of inputs. Defines and analyzes specific “what-if” scenarios.
Application Risk assessment for isolated factors. Strategic planning for broader uncertainties.
Example Analyzing how price changes affect profit. Assessing business outcomes under best-case, worst-case, and likely scenarios.

Top 5 Real-Life Sensitivity Analysis Example

Here are Some Sensitivity Analysis Examples in Real-Life:

1. Sensitivity Analysis in Epidemiology

In disease modeling, sensitivity analysis helps determine how different factors—such as transmission rates, vaccination coverage, or population immunity—affect the spread of a disease. Public health officials use it to predict outbreaks and develop effective intervention strategies.

2. Sensitivity Analysis in Finance

Financial analysts use sensitivity analysis to evaluate investment risks by testing how changes in interest rates, inflation, or market fluctuations impact stock prices, portfolio returns, or company valuations. It helps investors make informed decisions under uncertain conditions.

3. Sensitivity Analysis in Statistics

In statistical modeling, sensitivity analysis assesses how variations in input data impact model predictions. For instance, in regression analysis, changing predictor variables slightly can reveal how robust the model is to fluctuations in data.

4. Sensitivity Analysis in Research

Researchers use sensitivity analysis to validate their findings by testing how changes in assumptions or data inputs affect study conclusions. This is common in social sciences, clinical trials, and experimental research to ensure reliability.

5. Sensitivity Analysis in Project Management

Project managers apply sensitivity analysis to assess risks and uncertainties in budgeting, resource allocation, and scheduling. By adjusting cost estimates or task durations, they can predict potential delays and optimize project plans for better efficiency.

Sensitivity Analysis Methods

1. Local Sensitivity Analysis

  • Evaluates the effect of small changes in one parameter at a time, keeping others constant.
  • Example Methods: Partial derivatives, one-at-a-time (OAT) analysis.

2. Global Sensitivity Analysis

  • Considers the effect of varying multiple parameters simultaneously across their entire range.
  • Example Methods: Sobol method, variance-based methods, Fourier amplitude sensitivity testing (FAST).

3. Scenario Analysis

  • Tests the impact of specific combinations of parameters or scenarios.
  • Used extensively in financial modeling and risk assessment.

4. Monte Carlo Simulation

  • Uses random sampling to evaluate the variability of outcomes by generating multiple scenarios.
  • Commonly applied in engineering and economics.

5. Regression Analysis

  • Identifies relationships between variables and their impact on the output.
  • Includes linear, non-linear, and multivariate regression techniques.

6. Screening Methods

  • Simplifies complex models by identifying key parameters affecting the output.
  • Example Methods: Morris method (Elementary Effects).

7. Graphical Methods

  • Visualizes sensitivity relationships using spider plots, tornado diagrams, or scatter plots.

8. Deterministic Sensitivity Analysis

  • Focuses on fixed inputs to evaluate specific scenarios.
  • Often used in cost-benefit and decision analysis.

How to Do a Sensitivity Analysis?

Variable Prioritization

In the universe of Sensitivity Analysis, not all variables are created equal. Some are the power players, the MVPs of your decision-making game. Identify and prioritize them. Imagine you’re baking a cake; the flour matters more than the vanilla extract. Similarly, focus your analysis on the variables that can make or break your cake, I mean, decision.

Scenario Building: It’s Not Just for Hollywood

Sensitivity Analysis isn’t about predicting the future; it’s about preparing for it. Create different scenarios, like a director plotting alternate endings. What if the market crashes? What if a new competitor emerges? By envisioning these scenarios, you’re not just a decision-maker; you’re a decision visionary.

Data Gathering: Sherlock Holmes Style

Elementary, my dear Watson! Gather relevant data like Sherlock gathers clues. The more precise your information, the sharper your analysis. You wouldn’t solve a mystery with vague clues, and you shouldn’t make decisions with ambiguous data.

Model Building: You’re the Architect

Channel your inner architect and construct a model that mirrors your reality. Plug in your variables, and let the model dance. It’s like building a Lego castle each piece is crucial, and the stability of your decision structure depends on it.

Graphical Representations: The Picasso Approach

Numbers may be cold, but visuals warm things up. Visualize your result with a Tornado Chart. It’s not about impressing others with complex data; it’s about making the data accessible and relatable, turning you into the Picasso of decision-making.

Interpreting Results: No Crystal Ball Required

You don’t need a crystal ball to interpret results; you need a Sherlockian mindset. Analyze how changes in variables impact your outcomes. Is there a domino effect? Are there variables that send shockwaves through your results? It’s not just about seeing; it’s about understanding.

Iteration: A Continuous Symphony

In the world of Sensitivity Analysis, iteration is your trusty sidekick. This isn’t a one-time show; it’s an ongoing symphony. Refine your model, update your variables, and embrace the dynamic nature of decision-making. It’s not about perfection; it’s about progress.

Sensitivity Analysis Formula

The Sensitivity Analysis Formula is typically expressed as:

open chartexpo

Explanation:

  • % Change in Output – The change in the result or dependent variable (e.g., profit, risk, cost).
  • % Change in Input – The change in an independent variable (e.g., interest rate, price, demand).

Steps For Conducting Sensitivity Analysis in Google Sheets

Understanding the Tornado Chart

Ever wonder how project managers tackle the whirlwind of risks in a project? Enter the Tornado Chart. It’s not just a fancy name; it’s a powerful tool. Picture this: a chart that gives you a bird’s-eye view of various factors causing uncertainty and variation in project outcomes. It’s like having a crystal ball that shows you the stormy and calm parts of your project journey.

The Essence of Tornado Charts

Imagine a chart shaped like a tornado, hence the name. It’s a wizard in the world of sensitivity analysis, assessing how different variables sway the project’s fate. Think of it as a scale, weighing which factors are heavy hitters in the project’s success or failure.

Unpacking the Tornado Chart’s Role

Tornado Charts don’t just highlight the risk factors; they measure their impact. Picture a scale showing the weight of each risk. It’s a roadmap for navigating the storm, helping you decide which risks to steer clear of and which to brace for. This tool doesn’t just point out the risks; it’s a strategist, guiding you to focus on what truly matters for the project’s success.

The Key to Effective Tornado Chart Sensitivity Analysis

Think of a Tornado Chart as a comprehensive list of what could go wrong in your project. Miss out on a potential issue, and you’re risking a blind spot. It’s like having a checklist for success, ensuring you’ve covered all bases to enhance your chances of winning against project risks.

Tornado Charts: Beyond Risk Assessment

These charts are more than just risk assessors; they’re pattern-finders. With their unique shape, they highlight the project’s bright spots and areas needing attention. It’s like having a guide to focus your efforts for the best possible outcomes.

Use Case:

Google Sheets lacks ready-made Sensitivity-based Graphs, such as Tornado Charts but you can use ChartExpo (a data visualization tool)

We’re not advocating you ditch Google Sheets in favor of other expensive data visualization tools.

There’s an easy-to-use and amazingly affordable visualization tool that comes as an add-in you can easily install in your Google Sheets with ready-made sensitivity analysis-oriented charts. The tool is called ChartExpo.

In the coming section, we’ll take you through how to install and use ChartExpo in your Google Sheets for conducting sensitivity analysis.

You don’t want to miss this!

We’ll visualize the data below using a Tornado Chart.

You don’t want to miss this.

Risk Low Project Impact High Project Impact
Quality Risk 1742 2000
Legal Risk 1300 1700
Technical Risk 1468 80
Budget Risk 1426 1402

Install the ChartExpo add-in for Google Sheets from this link.

  • Open your Google Sheets application and paste the table above.
  • Open the worksheet and click the Extensions menu.
  • Then go to Charts, Graphs, & Visualizations by ChartExpo.
  • Finally, click the Open button in the dropdown.
open chartexpo
  • Click the Add New Chart button to access your fully stocked library of charts.
add new chart for sensitivity analysis
  • Once ChartExpo is loaded, you will see a list of charts.
list of charts for sensitivity analysis
  • Look for “Tornado Chart” in the list of charts.
search tornado chart for sensitivity analysis
  • Select the sheet holding your data and select the Metrics Fill in the numerical numbers (in our case, we’ll use High Project Impact and Low Project Impact).
  • Select the Dimensions button and fill in the dimensional data (in our example, we’ll use Risk), as shown below.
  • Finish the simple process by clicking the Create Chart button.
how to conduct sensitivity analysis
  • Check out the final chart.
how to do sensitivity analysis

Insights

  • Uncertainties in quality and legal risks have a significant impact on the outcomes of the project.
  • On the other hand, technical and budget risks have a lower impact on the outcomes of the project.

Challenges And Solutions for Sensitivity Analysis

1. High Computational Costs

  • Challenge: Complex models require significant computational resources.
  • Solution: Use surrogate models or optimize sampling techniques (e.g., Latin Hypercube Sampling) to reduce the computational burden.

2. Model Complexity

  • Challenge: Large numbers of parameters make sensitivity analysis difficult.
  • Solution: Apply screening methods (e.g., Morris method) to identify the most influential parameters.

3. Correlated Input Parameters

  • Challenge: Correlated inputs can skew sensitivity analysis results.
  • Solution: Use variance-based methods or pre-process data to address correlation.

4. Uncertainty in Input Data

  • Challenge: Inaccurate or missing data affects reliability.
  • Solution: Perform uncertainty analysis alongside sensitivity analysis and improve data collection.

5. Interpreting Results

  • Challenge: Sensitivity analysis outputs can be complex and hard to interpret.
  • Solution: Use visualization tools like tornado plots and Sobol indices for clearer understanding.

Exploring Financial Sensitivity Analysis

The Core of Sensitivity Analysis

At its heart, sensitivity analysis is a what-if game. Imagine you’re a detective with a magnifying glass, examining how independent factors sway the dependent factor. It’s like predicting the future but under specific, controlled conditions.

Peeling the Layers of Sensitivity Analysis

Picture sensitivity analysis as a finely tuned instrument. It gauges how a dependent variable reacts to the fluctuating values of independent variables. It’s like a dance between the variables as one moves, the other responds. This analysis sheds light on how an independent variable’s uncertainty introduces a certain level of uncertainty into a financial model.

What-If Scenarios Unpacked

It’s akin to a financial crystal ball. Analysts use this technique to predict what happens to a model or assumption if the conditions change. Think of it as a stress test for financial models.

Just as a data analyst examines trends and patterns to provide actionable insights, this technique helps us understand how models behave when independent variables start to wobble. This insight is invaluable in the financial world, where understanding the ebb and flow of variables is key.

Local Versus Global: The Two Faces of Sensitivity Analysis

Sensitivity analysis comes in two flavors: local and global.

  • Local Sensitivity Analysis: This is like looking at a situation through a zoom lens, focusing on one parameter at a time while keeping everything else constant. It’s great for simple scenarios think cost functions or basic data sets. However, it might not be the best fit for complex models since it only looks at the variables in isolation, not how they interact in the grand scheme of things.
  • Global Sensitivity Analysis: Now, imagine stepping back for a broader view. Global analysis brings in data from various sources to scrutinize a wider range of scenarios. It employs techniques like Monte Carlo simulations and differential sensitivity analysis. Here, you’re not just looking at one parameter but considering how a mix of variables plays together in the bigger picture.

The Mechanics Behind Sensitivity Analysis

It all boils down to a financial model in Excel. The analyst picks the key variables that influence the outcome and plays around with different combinations of these independent variables. It’s like a puzzle, where changing one piece can alter the whole picture.

In conclusion, financial sensitivity analysis is a dynamic and versatile tool, essential for navigating the uncertainties of the financial world. It allows for a deeper understanding of how changes in one area can ripple through a financial model, helping decision-makers prepare for various scenarios.

Exploring Business Sensitivity Analysis

Sensitivity Analysis lets you peek into the future of your business. It’s like a magic wand for entrepreneurs and managers. This tool plays “what if” with your business numbers. Think of it as a method to predict the outcome of a decision based on changing assumptions.

  • Navigating Through Uncertainty

Business is a sea of uncertainty. Here’s where Sensitivity Analysis comes in as a lighthouse. It helps steer clear of risks and grab opportunities. It’s all about understanding how changes in key factors – like sales volume, costs, and other critical elements – impact profitability. Want to know what happens if you hike up your product price by 10%? Sensitivity Analysis has got your back.

  • It’s All About the Key Drivers

So, what makes your business tick? These are your key drivers. Real estate folks watch prices per square foot, manufacturers keep an eye on raw material costs, and media companies track advertising trends. Sensitivity Analysis helps you focus on these drivers. It prepares you for both the storms and the rainbows in your business landscape.

  • Beyond Numbers: A Storytelling Tool

Here’s the thing. Sensitivity Analysis is more than just a bunch of numbers. It tells a story. A story of what could happen in various business scenarios. It’s like having a script for different versions of your business’s future. And the best part? You get to write the ending.

  • A Tool for Decision Makers

Decision-making in business is tough. Sensitivity Analysis makes it easier. It’s like having a roadmap when you’re lost in the wilderness of business decisions. It helps you understand the impact of each factor on your business outcomes. This analysis is not just about avoiding pitfalls; it’s about exploring new paths to success.

  • Why Sensitivity Analysis Matters

In the business world, Sensitivity Analysis is a star player. It’s crucial because it highlights both risks and opportunities. It’s a tool that sharpens your decision-making skills. It helps you understand how tweaks in your business model can lead to big changes. In a nutshell, Sensitivity Analysis is your business’s best friend in an unpredictable world.

With Sensitivity Analysis, you’re not just running a business; you’re leading it into the future.

Pros and Cons of Sensitivity Analysis

Pros:

Increased Model Understanding

  • Provides insights into how changes in input parameters affect output, helping to better understand model behavior.

Risk Identification

  • Helps identify critical variables that influence outcomes, assisting in risk management and decision-making.

Improved Decision Making

  • Allows stakeholders to make informed decisions by highlighting which factors have the most impact.

Model Validation

  • Serves as a check for the robustness of a model by testing its sensitivity to input variations, ensuring its reliability.

Optimized Resource Allocation

  • Helps prioritize resources on key parameters, ensuring efforts focus on the most influential variables.

Cons:

Computational Complexity

  • Can be resource-intensive, especially for large models or complex simulations, leading to longer processing times.

Over-Simplification

  • May ignore interactions between variables, oversimplifying the model and reducing its predictive power.

Data Dependency

  • Results depend heavily on the quality of input data; inaccurate or uncertain data can lead to misleading conclusions.

Difficulty with Non-linearity

  • Struggles with capturing non-linear relationships or discontinuous model behavior, making it harder to interpret results accurately.

Interpretation Challenges

  • Analyzing and interpreting sensitivity results can be complex, particularly with high-dimensional data, requiring specialized knowledge.

Best Practices For Sensitivity Analysis Visualization

1. Define Clear Objectives

Before starting sensitivity analysis, ensure you have a clear understanding of what you’re testing. Determine the key variables that could impact your model and outline the outcomes you want to assess.

2. Select the Appropriate Methodology

Choose the right technique for sensitivity analysis. Options include Monte Carlo simulations, Tornado diagrams, or what-if analysis. The selection depends on the complexity of the model and the type of uncertainty involved.

3. Use Realistic Assumptions

When performing sensitivity analysis, it’s crucial to use realistic data and assumptions. Overly optimistic or pessimistic inputs may lead to skewed results, affecting decision-making.

4. Iterate and Refine

Sensitivity analysis should not be a one-time process. Reassess the model periodically, especially when new data becomes available, to ensure that the findings are still relevant and accurate.

5. Visualize Results Effectively

Visual representation, such as sensitivity graphs or Tornado charts, can make it easier to communicate the impact of different variables. This helps stakeholders quickly grasp which inputs are most influential in the model’s outcome.

Sensitivity Analysis FAQs

What is a sensitivity analysis?

Sensitivity analysis determines how different values of an independent variable affect a particular dependent variable under a given set of assumptions.

Besides, it examines how various sources of uncertainty in a mathematical model contribute to the model’s overall uncertainty.

What is the most common type of sensitivity analysis?

The methodology can be categorized into two, namely local and

global sensitivity analyses.

The term local’ indicates that the derivatives are taken at a single point. This method is apt for simple cost functions.

Global sensitivity analysis is implemented using Monte Carlo techniques. Also, it uses global samples to explore data variables.

Wrap Up

In a nutshell, sensitivity analysis is a key player in the strategic game of business. It offers a peek into the future, helping businesses brace for impact or seize opportunities. With this tool, companies can navigate the unpredictable waters of the market with more confidence and clarity.

It empowers better decision-making, ensures reliable predictions, highlights improvement areas, and boosts the credibility of financial models. While it’s not a crystal ball, it’s the next best thing in a world where the only constant changes. With its blend of insight and foresight, this Analysis is an indispensable ally in the quest for business success.

Related Article:
How to Do Sensitivity Analysis in Excel?

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