Pugh Matrix

Type of record:
  • Reflection tool
  • Micro method
  • Creativity technique
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Ideal innovation phases for this method:
  1. Innovation Phase
  2. 1
  3. 2
  4. 3
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  6. 5
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The Pugh Matrix was developed by the Scotsman Dr. Stuart Pugh to enable a comparison of diverse ideas and different design concepts. The aim is to evaluate various product ideas and product designs on a defined scale by examining and evaluating them under certain aspects (e.g. expectations, opportunities/risks) in order to apply an objective evaluation standard.

Thus it is also used above all for risk management in order to be able to distinguish the really good superior ideas from the less good interior ideas by systematically excluding the less good ones.
  • Effective for design innovations
  • Effective for product innovations
  • P7 Idea selection (voting - evaluation - filtering - deciding)
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