What is this "Decision Matrix" or "PUGH matrix" ?
and how does it helps in concept selection by shortening a
along list of alternatives or options down to just one or two with
So we will look at all this with help of animated example.
So please watch each and every step
to understand the concept fully.
Decision Matrix is a kind of Prioritization matrix that allows us
to choose between a list of alternatives or options
based on certain criteria with aim to narrow down the option
to one choice .
It's normally employed after we have captured the
Voice of customer (VOC)
Decision Matrix also known as “PUGH Matrix was developed by “Stuart Pugh
The Pugh matrix helps determine which items or potential
solutions are more important or ‘better’ than others options.
Several concepts are evaluated against “Datum” or Reference
which is the best current concept that team has till date.
Pugh Matrix has wide range of applications like:
Concept Selection, Vendor selection, Project selection
and in some Financial decision as well.
It known by different names as well like :
Pugh method, Decision matrix/Grid, Opportunity analysis,
Now lets us look at the Steps that are involved in constructing
PUGH matrix or Decision Matrix
Step #1 : List important criteria in extreme vertical left coloumn
Step #2 : Select Datum / Baseline and every solution will be evaluated against the datum.
Step #3 : List all alternatives in the Top horizontal coloumn
Step #4 : Ranks alternatives / options as {“+”, “-” or “0” }
PLUS (+) if a concept is better than the datum
MINUS (-) if a concept is worse than the datum
ZER0 (0) means its same as dautum
Step #5 : Aggregating Total Score of all the options
Step #6 : Selection based on Final Score or Rank
So out of these Option #2 has the highest total (+1)
which is our Rank 1 or preferred option
Objective: To evaluate which car to choose ?
( Sports Car / Luxury Car / SUV Car / Vintage car).
In the etreme left coloum we will list all the "Criteria"
Criteria's are Mileage, Style, Safety, Cost, Spacious
Add the baseline and all the alternatives
Add all the alternatives / options in the top horizontal coloumn
1st is Sports Car
2nd is Luxury Car
3rd is Family Car
4th is Vintage card
The last two rows are "Total" and "Rank"
We will define Value "0" for Baseline
and all the alternatives will be evaluated against benchmark
Now for each "Criteria" we will list
"+1" if it is better than baseline
"0" if it same as baseline
"-1" if it worst than baseline
Let's start filling this now +1, 0 or -1
Lets calcualte the "Total" for each Car
Sports Car total is (-1)
Luxury Car total is (-1)
Family Car total is (+2)
Vintage Car total is (+1)
Now we will give Ranks to all of these based on Total Score
1st Rank goes to "Family Car"
2nd Rank goes to "Vintage Car"
Output is "Family car" is right option for you.
You can List "n' number of Criteria and "n' number of Options
I hope you have understood this concept
of Pugh Matrix or Decision Matrix.