Pugh Matrix:

Refers to a matrix that helps determine which items or potential solutions are more important or 'better' than others. It is necessarily to be done after you capture VOC (Voice of Customer) and before design which means after product planning QFD (Quality Function Deployement).

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 you start your detailed design you must have many options so that you choose the best out of them.

This tool is also known as '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 you to

1. Compare different concepts

2. Create strong alternative concepts from weaker concepts

3. Arrive at an optimum concept that may be a hybrid or variant of the best of other concepts

The Pugh 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 the design concepts, which generally is not available at this point in the process.