The purpose of the method is to compare the concept proposals to criteria and figure out which to further develop.



Concept proposals or ideas and criteria for the axes.


Visual representation of how well each concept proposal lives up to the criteria in the matrix




25 min. 5 minutes pr. concept proposal + 2 minutes for each group to elaborate on the output of the matrix.


Minimum 2 ideally 10-15


  • Think in somewhat a complex manner. The participants should be capable of understanding the concept proposals to an extent where they can evaluate them in accordance to the criteria.
  • Draw a dot
  • Communicate with the other participants.

Step by step:

  1. Generate criteria for the axes prior to the workshop.

  2. Explain the method by showing the template and introduce the criteria that the participants should rate the concept proposals against (3 min).

  3. Make sure that the participants understand the criteria (F).

  4. Make sure that the participants understand the criteria (F).

  5. Hang the templates on the wall (1 min)

  6. Provide an overview of the concepts that the participants should evaluate (2 min).

  7. Give each group a concept proposal (1 min).

  8. Ask the participants to discuss the placement of the concept according to the matrix and make them draw a dot for the placement (5 min).

  9. Provide the groups with a new concept each 5 minute and make them place it on the matrix.

  10. There should be as many rounds as there are concepts to be evaluated. E.g. if there are 5 concepts there should be 5 rounds of 5 minutes.

  11. Present the placement of all concepts to the entire group.

When doing this method you should consider:

If the participants are not capable of thinking in a complex manner, it could be an idea to have multiple templates – one template for each idea. This would mean that the participants do not have to compare each concept proposal in regards to each other.

The participants should know all concepts before they are asked to evaluate them in the matrix. If they do not know the concepts, give them more time to also understand the concept before they rate it according to the matrix.

If the concept proposals are complex give the participants more than 5 minutes to discuss each placement according to the matrix.

The method is good for a brief overview of how the concept proposals perform. If the concept proposals has to live up to many criteria it would be beneficial to use the method spiderweb or voting with stickers instead as they can take more criteria into account.

If the participants are not capable of performing the method standing, the template could be laid on a table instead.

The size of the template could be modified if a participant is limited in movement. E.g. a participant is using a wheelchair and his/her movement is limited then it can be difficult to reach far distances on a large template. The template could then be modified into a e.g. a4 paper that could be easier to reach.

Materials needed:

  • Template
  • Wall space
  • Pens