Identifying the most appropriate response from the wide range of available options requires a response analysis. The growing use of cash transfer programming in emergencies has made us more conscious of how important this step is, primarily as a result of the broader analysis necessary to ensure that markets can be used to support humanitarian response. Use of cash transfers as a response option has shifted programming logic from a focus on the distribution of outputs to defining the objectives of a programme in relation to needs and intended outcomes at the beneficiary level. The tools developed to guide modality selection have highlighted the importance of conducting a better analysis of needs, context, markets and household preferences than is usually done by aid agencies.