Option Analysis analyzes respondent attitudes to the attractiveness of options within a group of options and infers the implications for option preferences shares. This done by examining the character of differences between the distributions of the individuals? option ratings from sample survey data. These differences are described in terms the usual parameters: means, standard deviations, skewness, kurtosis, and inter-correlations. Differences amongst these parameters, in turn, reflect differences in externalities. These differences in distribution can be used to either explain an option's share or to simulate the potential for change or the sensitivity of an option?s current position. The program will analyze from 2 to 30 options within any single analysis. Option Impacts Analysis is a Microsoft Excel VBA program than can be run as an Add-In or simply by double-clicking on the program and running it within Microsoft Excel.