Adoption of new technologies or management systems on sheep and beef farms is a complex business. Multicriteria decision making (MCDM) methods provide a quantitative means to assist with decision making where there are multiple and conflicting goals measured in different units. The MCDM process consists of a series of stages from defining the problem to identifying the best alternatives. In a study investigating the adoption of beef production technologies, seven sheep and beef farmers from throughout New Zealand were confronted with a choice of improved or new systems for their beef production operations. Suggested systems had gross margin values calculated for them. The MCDM tool was then used to rank the new systems in order of preference. The farmers decided what criteria were important to them in making decisions. They then scored each system for each of the criteria, and decided on the importance of each criterion relative to other criteria. An overall ranking for each system was calculated using this information. Across all seven case studies, profit and issues directly related to profit made up less than half of the contribution to the top ranked system. In two cases, it contributed less than 20% of the total. Other criteria included sustainability, management complexity, labour requirements, family needs, impacts on pasture quality control and input costs risk. In nearly half of all cases, the most profitable option was not the preferred option when all criteria were considered. Keywords: multiple criteria decision making, farm systems, beef, decision making