You and your team have worked hard to create a great new idea for creating improved customer value. The concept has been prototyped and shown to user groups for ongoing feedback. Now it is time to determine where your key differentiation points are and how they compare to competitive offerings, and which to focus on for further development.
The Pugh Concept is a matrix of the concept and competitive offerings along with key features. The matrix helps determine which features are more important or better than others. It is typically used after gaining customer feedback on prototypes and what drives value.
The Pugh Concept is a matrix of the concept and competitive offerings along with key features. The matrix helps determine which features are more important or provided higher levels of value compared to others. It is typically used after gaining customer feedback on prototypes and what consumers feel drive critical value.
This criteria-based matrix allows teams to score the concept features relative to critical criteria determined from voice of the customer (VOC) research. Scores are consolidated to allow the best features to go into development.; thereby, assisting which options to select. The tool provides a systematic process that can be quantified to help justify feature selections.
The Pugh matrix allows an individual or team to:
- Compare different concepts
- Create strong alternative concepts from weaker concepts
- Arrive at an optimal concept that may be a hybrid or variant of the best of other concepts
A key benefit of the matrix is large amounts of quantitative data is not required for concept finalization. Usually, at this stage of innovation the team has a lot of qualitative data but limited quantitative data. Therefore, the team can use knowledge gained from qualitative research and intuition to move the project further along.