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Concept Selection MR

The document outlines the product concept selection process, emphasizing the importance of refining and developing concepts rather than merely selecting the best one. It details various approaches to concept selection, including external decision-making, multi-voting, and prototype testing, as well as the two stages of concept selection: screening and scoring. An example of a reusable syringe is provided to illustrate the process, along with steps for preparing selection matrices and evaluating concepts.

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mysterious18day
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2 views

Concept Selection MR

The document outlines the product concept selection process, emphasizing the importance of refining and developing concepts rather than merely selecting the best one. It details various approaches to concept selection, including external decision-making, multi-voting, and prototype testing, as well as the two stages of concept selection: screening and scoring. An example of a reusable syringe is provided to illustrate the process, along with steps for preparing selection matrices and evaluating concepts.

Uploaded by

mysterious18day
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
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Concept Selection

Outline
• Introduction to product concept selection
• Commonly dysfunctions in product
development
• Product concept selection process

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Definition
• Product concept selection is a decision
process, in which the design team
selects one or a few product concept for
further development

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Concept Selection Approaches
• External decision
– By use of an external group of customers, clients, etc.
• Product champion & intuition
– By an influential member of the development team
• Multi-voting
– Asking each member to pick a number of concepts and pick the one with most
votes.
• Pros and cons
– The team list the strengths and weakness of each concept.
• Prototype and test
– Build and test prototype for each concept and select based on the test data.
• Decision metrics
– The team rates each concept against selection criteria with varying
importance/weights.

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Two stages of concept selection
• Concept screening (the Pugh concept
selection method)
– To quickly narrow the number of concepts and
to improve the concepts
• Concept scoring
– weighs the relative importance of the selection
criteria
– focus on more refined comparisons with respect
to each criteria

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Concept Development Funnel
Concept Selection Process(Screening and Scoring)
1. Prepare the selection Matrix
– Criteria
– Reference Concept
– Weightings
2. Rate the Concepts
– Scale (– 0 +) or (1–5)
– Compare to Reference Concept or Values
3. Rank the Concepts
– Sum Weighted Scores
4. Combine and Improve the concepts
– Remove Bad Features
– Combine Good Qualities
5. Select the Best Concept
– May Be More than One
– Beware of Average Concepts
6. Reflect on the Process
– Continuous Improvement
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Remember…
The goal of concept selection is not to
• Select the best concept.

The goal of concept selection is to


• Develop the best concept.

So remember to combine and refine the


concepts to develop better ones!
Concept Selection Example:
Reusable Syringe
Mission Statement
• Product description:
– Reusable syringe with precision dosage
control for outpatient use.
• Primary market
– Elderly
• Major features:
– Accuracy of dose metering
– Inexpensive
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Need analysis
• Ease of handling
• Ease of use
• Readability of dose settings
• Accuracy of dose metering
• Durability
• Ease of manufacture
• Portability
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Concept screening steps
1. Prepare a selection matrix based on the
selection criteria
2. Rate the concepts
3. Rank the concepts
4. Combine and improve concepts
5. Select one or more concepts
6. Reflect on the results and the process

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Example: Concept Screening
Initially selected concept
1. A
2. E
3. G+
4. DF

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Concept scoring
• Concept scoring is used when increased
resolution will better differentiate among
competing concepts.
• In this stage, the team weighs the relative
importance of the selection criteria and
focuses on more refined comparisons with
respect to each criterion.
• The concept scores are determined by the
weighted sum of the ratings.
04/09/25 21
Concept scoring steps
1. Prepare a selection matrix, based on the
selection criteria
2. Rate the concepts
3. Rank the concepts
4. Combine and improve concepts
5. Select one or more concepts
6. Reflect on the results and the process

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Step 1: Prepare the selection matrix
Concept Scoring Method
WEIGHTAGE
• Prepare a matrix similar to concept screening
• After the criteria are entered, the team adds importance
weights to the matrix.
• value from 1 to 5, or allocating 100 percentage points
• There are marketing techniques for empirically
determining weights from customer data, and a thorough
process of identifying customer needs may result in such
weights
• However, for the purpose of concept selection the weights
are often determined subjectively by team consensus.

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Example: Concept Scoring
Step 2: Rate the Concept
RATING
• Recommended scale 1 to 5

• Another scale, such as 1 to 9, may certainly be used, but finer


scales generally require more time and effort.
• Using multiple reference points does not prevent the team from
designating one concept as the overall reference for the
purposes of ensuring that the selected concept is competitive
relative to this benchmark.

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Example: Concept Scoring
Step 3: Rank the concept

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Example: Concept Scoring
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Exercise
How can the concept selection methods be
used to benchmark or evaluate existing
products? Perform such an evaluation for
five mobiles/motorcycles/automobiles you
might consider purchasing.

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