A methodology to generate a belief rule base for customer perception risk analysis in new product development

► A novel method to generate belief rule base for risk analysis in new product development is developed. ► A new way to quantify the influence of antecedent attributes on the consequence is proposed. ► Biases and inconsistencies can be reduced by the method during the belief rule base generation process. ► A case regarding customer perception risk analysis is then studied using the method proposed in the paper.