Comparing ideas to a baseline idea, using criteria.
The concept screening or Pugh datum method technique is a variant to the decision matrix in which alternatives are compared to an (existing) baseline alternative.
List Alternatives and Criteria
List all alternatives or ideas on one axis and criteria on the other.
Determine a baseline idea, which can be an existing product or the ideal alternative.
Compare to Baseline
Compare each alternative to this baseline using the criteria, and score the alternatives in relation to the baseline. It is possible to use + (better an baseline), – (worse than baseline) and S (similar to baseline) or numerical values (positives for better, negatives for worse and zero for equal).
Calculate Final Score
Sum the +, S and – or numerical values and calculate the final score for each alternative (+ equals 1, while – equals -1, and S equals 0).
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