The Pugh Decision Matrix, also known as a Criteria-Based Matrix, helps determine which items or potential solutions are more important or "better" than others. It is employed after capturing voice of the customer (VOC).

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 starting a detailed design, there are many options – this tool helps with selecting the best option.

The Pugh Matrix is a Six Siga 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 Template is the complement tool to "039_Evaluating and Synthesizing Design Concepts" available for sale on Flevy.

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