SOS - subjective objective system for generating optimal product concepts

In this paper, we review and exemplify the importance of quality product concepts and the available literature on concept generation. Subsequently, we present a method - subjective objective system (SOS) - for generating optimal concepts in diverse disciplines. The method rests on four mathematical metaphors: it is composed of objective and subjective components, it allows varying degrees of precision in modeling, it works by decomposing a complex problem into smaller sub-problems, and it uses highly simplified evaluations. SOS not only structures the decision process but also outputs the optimal concept given the customer objectives, the company context, and the available constraints. This solution is obtained by quadratic programming that allows the method to handle very large problems and solve them in negligible time. SOS has been developed over years of practical experience and research, and has been used in numerous successful real projects. We illustrate the use of the method in a real project.