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Concept Selection Matrix

Part 5. Product Innovation and Management

  1. Jeffrey B. Schmidt

Published Online: 15 DEC 2010

DOI: 10.1002/9781444316568.wiem05059

Wiley International Encyclopedia of Marketing

Wiley International Encyclopedia of Marketing

How to Cite

Schmidt, J. B. 2010. Concept Selection Matrix. Wiley International Encyclopedia of Marketing. 5.

Author Information

  1. University of Oklahoma, Norman, OK, USA

Publication History

  1. Published Online: 15 DEC 2010


The concept selection matrix (also known as the Pugh concept selection matrix) is a variation of the performance measures to features solutions (or the second) matrix of quality function deployment. Product concepts (design solutions) are evaluated against some benchmark, industry standard, or product. The goal is to arrive at a better, or even ideal, product concept/design solution. The process of concept screening is depicted. Finally, the concept scoring process, which is more involved than concept screening, is discussed.


  • concept screening;
  • concept scoring;
  • quality function deployment;
  • Pugh concept selection matrix;
  • Voice of the Customer;
  • design solutions