The Pugh Matrix was developed by Scotsman Dr. Stuart Pugh to provide a juxtaposition 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 from certain points of view (e.g. expectations, opportunities/risks) in order to use an objective evaluation standard.
Thus, it is also used primarily for risk management, to be able to distinguish the really good superior ideas from the less good interior ideas by being able to systematically exclude the less good ones.