Pugh Matrix

The Pugh matrix helps determine which items or potential solutions are more important or ‘better’ than others. It is employed after capturing voice of the customer (VOC).

It is a scoring matrix used for concept selection in which options are assigned scores relative to criteria. The selection is made based on the consolidated scores. Before starting a detailed design, there are many options – this tool helps with selecting the best option.

This tool is also known as a criteria-based matrix.

The Pugh matrix is a tool used to facilitate a disciplined, team-based process for concept generation and selection. Several concepts are evaluated according to their strengths and weaknesses against a reference concept called the datum (base concept). The datum is the best current concept at each iteration of the matrix.

The Pugh matrix allows an individual or team to:

1. Compare different concepts
2. Create strong alternative concepts from weaker concepts
3. Arrive at an optimal concept that may be a hybrid or variant of the best of other concepts

This matrix encourages comparison of several different concepts against a base concept, creating stronger concepts and eliminating weaker ones until an optimal concept finally is reached. Also, the Pugh matrix is useful because it does not require a great amount of quantitative data on design concepts, which generally is not available at this point in the process anyway.