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Concept Screening
Concept screening is a method made by Start Pugh, and nowadays it is
called Pugh Concept Solution. This method is done after concept generation. Here
we will choose a few concepts from all the concepts which have been generated
before, and eliminate the remaining. This method consists of a number of steps
which are described below.
1. Preparing the Concept Selection Matrix
This matrix consists of two main elements, they are the specified
concepts are selection criteria. Each of the concepts will be compared
and benchmarked with the reference concept. The reference concept
itself is the concept we choose as the most familiar existing concept
and its aspects is most suitable to the selection criteria. The selection
criteria come from needs we have generated from the last assignment.
Needs we choose as the selection criteria are those which have high
rank and importance.
2. Rating the Concept Ideas
Rating for matrix:
(+) : stating that the new concept is better than the reference concept
(-) : stating that the new concept is worse than the reference concept
(0) : stating that the new concept is equal to the reference concept
The rating of the concept represents its comparison to the reference
concept. The concept we take as the reference concept is the one which
we consider we understand most, and the reference concept is the
concept symbolized with letter V.
3. Ranking the Concept Ideas
After we rate the concepts, the score of the selection criteria can be
summed up for each concept. Now that each concept has a net score,
we can rank them based on their score.
4. Combining and Fixing Concept Ideas
After we have ranked and rated the concept, we must see whether
this ranking and rating is rational and suitable. We also must consider
combining concepts, see if there are lower score concepts can be
combined with the higher ones, or even the higher score concepts
combined with the higher ones, too. After combining, these concepts
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1
2
3
4
5
6
7
8
9
Selection Criteria
Low Calorie
High Fiber
High Protein
Antioxidant
High Vitamin
Taste
Production Cost
Oil Content
Ease of Manufacture
Low calorie, high fiber, high protein, antioxidant and high vitamin
represents the product performance. Those contents can be measured by
researching in laboratory. Calorie can be stated with Kcal/100gr unit, and the
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others can be stated with gram. A product which has these performances will
make the consumer healthier.
Taste also includes in product performance. We compare the taste of the
product from its main ingredients, whether it is vegetables, fish, or prawn. The
taste of the product can be judged by organoleptic (surveying the consumers).
Then, the next criterion is production cost. The production cost can
determine the price of the product when it is sold. The price of the product
becomes a parameter for consumer in considering of buying the product or not.
Oil content also can represent how healthy is the product. If the oil content
is high, it means it is processed by frying, and the high oil content can trigger the
increase of cholesterol in out body, so that the better the product, the lower the oil
content.
Ease to manufacture is a selection criterion that will determine whether a
concept is visible to be realized and produced, and will give us insight about the
suitable price for the selling of the product. A concept which is easy to be
manufactured usually does not need a lot of development process before it can be
released to the market.
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Criteria
1
2
3
4
5
6
7
8
Calorie
Fiber
Protein
Cholesterol
Taste
Cost
Oil Content
Ease of Manufacture
Total (+)
Total (-)
Total (0)
Net Score
Rank
Continue?
Reference
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0
0
0
0
0
0
0
0
0
0
8
0
14
16
17
20
22
26
28
34
40
+
+
2
6
0
-4
4
N
O
+
+
+
+
0
0
2
2
4
6
2
0
-2
-4
3
4
NO NO
+
+
+
3
5
0
-2
3
NO
+
+
+
0
0
3
3
2
0
2
YES
0
0
0
0
0
0
0
2
6
-2
3
NO
0
0
0
0
0
0
0
0
0
0
8
0
2
YES
+
+
+
0
0
3
3
2
0
2
YE
S
+
+
+
+
0
0
4
2
0
2
1
YES
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2.3
Concept Scoring
After we have done concept screening, now we enter next step; which is
concept scoring. Here, we narrow the concepts which have been generated, so that
we can find and create the best possible concept. The concepts we have generated
from concept screening will be scored, so that the best concept can outstand and
the remaining are eliminated. The best concept then will be further developed.
Concept scoring is a method way more accurate than concept screening.
Concept scoring is meant to more specify the weight of a concept. The best
concept is the concept with the highest score value obtained by multiplying the
weight of each criteria with a rating of any ideas concepts involved in the
selection criteria. Concept scoring consists of a number of steps which are
described below.
1.
Durability, 10%
The scale for this criterion:
1 Crackers which can adsorb water more than 5 grams water/day
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Selection
Number Criteria
1
2
a
b
3
a
b
4
5
a
Calorie
Content
Fiber Content
Fiber Content
from Main
Ingredients
Fiber Content
from Extract
Protein
Content
Protein Content
from Main
Ingredients
Protein Content
from Extract
Cholesterol
Content
Production
Cost
Manufacture
Cost
Weight
Reference
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R
WS
22
R WS R
28
WS
34
R
WS
40
R WS
18%
15%
10%
5%
15%
10%
5%
20%
25%
10%
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b
c
6
Main
Ingredients Cost
Extract Cost
Durability
TOTAL
10%
5%
7%
100%
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2.4
10
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