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2.

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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will be scored again. Revising, fixing or modifying concept can be


done in this step in order to be selected by scoring.
5. Choosing One (or More) Concept(s)
In this step, the most promising concept (one or more) will be
chosen as the concept we will examine more in the next step, which
concept is scoring.
6. Looking Back to the Steps We Have Done
Looking back to each steps, and also processes that are involved in
choosing concepts in Concept Screening.
Based on the six concept screening steps, now we can make matric of
concept screening. The selection criteria that we used are generated and derived
from the specification in the first assignment. These criteria should help us to
differentiate each concept and score each of them. The selection criteria are listed
below.

Table Selection Criteria

No
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

Source : Authors Private Data

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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Table Matrices of Concept Screening


(Source : Authors personal data)

No

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.

Preparing the Concept Selection Matrix


Concept scoring matrix consists of a column selection criteria,
concepts, weight factor, and rating. Selection criteria at this stage more
than the concept screening. Additional criteria can be derived from
need identification or by dividing the existing criteria in screening
concept into several sub-criteria. As for the weighting factor can be

determined from the subjectivity team.


2. Rating the Concept Ideas
Rating for matrix:
(1) : very poor compared to reference concept
(2) : worse than reference concept
(3) : same as reference concept
(4) : better than reference concept
(5) : very good compared to reference concept
The rating of the concept represents its comparison to the reference
concept.
3. Ranking the Concept Ideas
The concepts are ranked based on their total score. The concept
with the highest total score will be ranked first and so on.
Determination of the total score is calculated by multiplying the
weighting factor with a rating for each of the selection criteria on each
idea concept.
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4. Combining and Fixing Concept Ideas


Similar with the screening phase, we look at the possibility to
combine or improve existing concept idea to get the best selection
5. Choosing One (or More) Concept(s)
Based on the matrix selection, the group may decide to choose one
or more concepts. This concept then will be developed to be a
prototype and will be tested to get good responses from customer. The
group is also able to make two or more scoring concept with a
different weighting factor to produce a different ranking concept for
different market segments.
6. Reflect to the Result that has been Generated
This step is the last step on the selected concept and the concept
selection step. At this step, each member of the group should feel
comfortable with the whole thing that has been discussed. The selected
concept is a concept that has the highest potential to satisfy consumers
and economically successful.
After we pass the concept scoring, we finally get two concepts to be tested
and surveyed to consumer in Concept Testing. This explanation below is the brief
explanation of the criteria that used in Concept Scoring, and the table below
shows the scoring of every concept passed on Concept Screening.

Production Cost, 20%


The scale for this criterion:
1 The product needs quite expensive manufacturing tools and ingredients
which are hard to find
2 The product needs moderate price manufacturing tools and ingredients
which are hard to find
3 The product needs moderate price manufacturing tools and ingredients
which are not too hard to find
4 The product needs moderate price manufacturing tools and ingredients
which are quite easy to find
5 The product needs moderate price manufacturing tools manufacturing
tools and ingredients which are very easy to find

Durability, 10%
The scale for this criterion:
1 Crackers which can adsorb water more than 5 grams water/day
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2 Crackers which can adsorb water 4 grams water/day 5 grams


water/day
3 Crackers which can adsorb water 2 grams water/day 4 grams
water/day
4 Crackers which can adsorb water 1 grams water/day 2 grams
water/day
5 Crackers which can adsorb water less than 1 gram water/day

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Table Matrices of Concept Scoring

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%

(*R = Rating, WS = Weighted Score)


(Source : Authors personal data)

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In Matrices of Concept Scoring table, scores were given to each concept


based on the parameter that we decided before. The parameter is based on
reference criteria. The reference we use in concept scoring is same as the
reference we use in concept screening.
Health effect criterion is most needed because the effect of the product
towards consumer health is our goal of building this product. Hence, the best
product must contain many health benefits. The chosen concept has four health
benefit, which we consider it is good enough and suits with our goal.
Easy to be digested criterion is also needed because the healthy product is
the one who is good for human digestion, so that we add this criterion to our
concept scoring. To see the rating of a concept for this criterion, we can see the
porosity and the fiber content of the ingredient. Vegetable has the most fiber
content and fish is the most pored ingredient.
Production cost criterion is added because the price of the product is very
affected by this criterion, as we have explained in concept screening. And the last
criterion is durability. We measure the durability of each concept by seeing its
water content of the main ingredients, because water content can state the
hygroscopic specification of a substance. If the water content of a substance is
high, then it is not durable.

2.4

10

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