3 – Concept Selection (Pugh Matrix)
A Pugh matrix is mean to help structure and represent an evaluation procedure to help in decision
making and weighing possible alternatives. While it is not meant to be a an Automatic decision making
process, it can be extremely beneficial in helping to choose possible alternatives that should be
considered.
What will we do?
Your small business (or your household) needs a new Wireless internet system (e.g. Modem, Wireless
Router, etc.). Select at least two Modems & at least three Routers to create at least 6 combinations.
Select a set of features that are important for YOU. Create a Pugh Matrix to help you decide which
combination your small business – or household – should choose based on your needs.
Why are we doing this?
Pugh matrices, invented by Stuart Pugh, are qualitative technique used to rank the multi-dimensional
options of an option set. It is frequently used in engineering for making design decisions. The
advantage of the decision-making matrix is that it encourages self-reflection amongst the members of a
design team to analyze each candidate with a minimized bias (for team members can be biased towards
certain designs, such as their own).
