Concept selection for market potential using fuzzy selection approach

One of the biggest challenges in product development is to select the product concept with the best market potential. In this work, a selection methodology is developed utilising fuzzy logic. It is an amalgamation of Pugh Matrix and Utility Scoring approach, with the crisp numerical weights and comparison ratings replaced by linguistic fuzzy functions. Experimental results show that the proposed method can effectively perform concept selection in product development process. This method has the potential to identify the strengths and weaknesses of a few candidate concepts and consider the possibility of adopting the strong aspects and improving on the poor ones.