Hi Kris, yes exactly. Sometimes the variables relating to each technology might be categorical (suitable for irrigating trees, suitable for irrigating crops for cooking, suitable for irrigating salad crops), other times ordinal (quality rating out of ten), or even numerical ($ value of costs). Everything relates to consumer utility. Consumer utility is preference represented as value, as judged subjectively by an individual in $ terms. The individual values a product by trading off benefits that offer a value advantage over alternative products, with the product’s overall costs. Start with the product (technology) and value all its part worths. Part worth values can be summed to calculate overall preference or utility.