TGFR Consulting LLC Evaluating specific concepts leverages the CTQs and VOB to determine the best overall concept. Evaluation uses an iterative approach, with several teams, and a scoring process using a Pugh Matrix. For each iteration, the Pugh Matrix scores the alternative concepts. Scoring against the weighted set of criteria (CTQs and the VOB) established during previous steps identifies better concepts and features. Iteration ends when improvements in the scores are minimal. The following figure shows the overall flow
Concept selection should use competing teams to drive diverse thinking. Each team starts with an interpretation of “Best in Class”, as defined in the VOC analysis, and develops a concept. Concepts should be at a level of detail that allows scoring using the Pugh Matrix, but not at a level that involves too much time and effort, as this will slow down the process.
Following the development and detailing of the concept, the competing teams collectively score the concepts. This process will build understanding and drive the associated Super Concept process. During concept development refinement, teams should try to work independently, as this will foster more diverse thinking.
Pugh Matrix Evaluation
The Pugh Matrix is a great tool for evaluating alternatives against a weighted set of criteria. CTQs and selected VOB form the weighted rows of the Concept Selection Pugh Matrix, and the alternative concepts from each team become the columns. Row weighting uses a 1/3/9 scale, as with the QFD, based upon the following criteria.
- Only 1 or 2 of the assessment criteria is assigned a value of 9
- The total weight of the rows associated with the CTQs account for 70% of the total weight across all rows
- The total weight of the VOB account no more than 30% of the total weight
Adherence to the guidelines for the total weight assigned to the CTQs versus the total weight assigned to the VOB is critical. Weighting the VOB rows in the Pugh Matrix too heavily creates the risk that the final concept will meet the VOB at the expense of the user needs. Customer needs drive the CTQs, and a weighting distribution without a bias towards user needs may result in the selection of a concept that meets the business needs at the expense of the customer needs. In situations with VOB biased scoring, the process may select a great product that will not appeal to customers.
The following figure shows the structure of the Concept Selection Pugh Matrix
The Concept Selection Pugh Matrix scoring follows the 1/3/9 value scale, as opposed to the +/-/0 subjective scaling of most Pugh Matrix implementations. Working with numbers and scores often provides an easier framework for the evaluation team to understand.
Super Concept Process
The Super Concept process forces at least one round of synthesis. The Super Concept process integrates the best features of each proposed concept into a Super Concept for the next iteration of the concept generation process. The following shows how the Super Concept drives features from the evaluation process
To achieve the best concept, several iterations of concept development and scoring should be undertaken. At the point where the teams consider the differences in scoring insignificant, the process completes and the final concept identified.
Further Reading
| Topic | Reference |
| Pugh Matrix | What is a Pugh Matrix? Chris Adams https://www.modernanalyst.com/Careers/InterviewQuestions/tabid/128/ID/2159/What-is-a-Pugh-Matrix.aspx |