6.1.

Concept Scoring

After we get the concept ideas from concept screening step, the next step is to do
concept scoring. Concept scoring is a deeper analysis to choose the best concept
carefully by using some quantitative consideration. Weve got some concepts
which will be analysed and scored to get the best concept. In order to
make concept scoring more accurate, every selection criteria in this
step would have its weight factor before we judge the concepts. The
weight factor is based on how important the criteria. Concept with the
highest score would be chosen as the best concept for our product.
Every rating would be multiplied with its weight factor for each criteria
and as the result we got score. Concept scoring will result one idea to be

proposed as best ideas to be developed rather than other concepts. Here are some
concept of Herbal Eardrops :
1.
Below are all the steps that need to be done on concept scoring process:
6.1.1. Preparation of Concept Selection Matrix
This matrix consists of selection criteria column, concepts column, weight factor
column and rating column. The selection criteria on this matrix are basically the
same with the selection criteria on concept screening matrix. On this matrix, all of
selections criteria are already break down to make some detailed selection criteria.
For selection criteria which have almost the same characteristics will be made into
one selection criteria. After all of selection criteria are arranged, the next step is to
set the weighting factors. Weighting factor is decided based on groups subjectivity
based on the rank of needs and information from references. Weighting factor is
will be filled by the percentage.
6.1.2. Rate the Concepts
We can rate each of the idea by using this rating scale:
1

: Worst

: Worse

: Equal

: Better

: Best

6.1.3. Rank the Concepts

The rated concepts are then processed by counting the total score. The total score
is the product of rating and weight of each criterion. After that, all concepts are
ranked based on the total score.
6.1.4. Combine and Repair the Concepts
To get the best selected concept, the chosen concept will either be repaired or
combined with another concept.
6.1.5. Choosing the Concept(s)
This is the final step of concept selection. The chosen concept is not always the
highest rank, the uncertainty aspects are also need to be reviewed. The chosen
concepts will be developed, and then the prototype will be made and tested to get
the feedback.
Selection Criteria
I

Odor
Sterility
Less side effect
Good performance (effective)
User friendly

Weighting
Factor
10%
20%
30%
30%
10%
Total Score
Ranking
Continue?

Table 6.3 Concept Scoring Matrix

Rating

Score

0,5
0,6
1,2
0,9
0,4

3
4
3
4
3.6
1
Yes