Analytic Hierarchy Process (AHP) & Pugh Matrix are two common methods that are leveraged for decision making in situations having multiple alternatives to be compared basis the multiple criteria. Both these methods incorporate quantifiable comparisons amongst alternatives & rely on establishment of a criteria based on subjective comparison.
While Pugh Matrix is good at optimizing & eliminating low quality alternatives, AHP gets an edge as it performs better when it comes to forcing a decision in cases where there is lot of uncertainty & disagreement.
Below are some limitations of Pugh Matrix which can be mitigated through AHP:-
The only comparison that is happening is with the datum or the base alternative, however there is no pairwise comparison happening between different criteria which is being done in AHP where we performing a pairwise comparison amongst the criteria.
Also when evaluating alternatives we are only using a 3 point scale i.e. +, -, s which provides limited granularity as it is leveraging attribute data while AHP leverages ratio scale data i.e. 1,2,3,4,5,6,7,8,9,1/2,1/3,1/4,1/5,1/6,1/7,1/8,1/9 which provides a much granular pairwise comparison amongst the criteria.
There is an element of bias when it comes to assigning the importance ratings (usually on a scale of 1-5) as these tend to change basis how the people feel on a particular day while AHP enforces a consistency ratio (CR) threshold which ensures optimum degree of consistency in terms of agreement amongst the people involved in decision making.
Now the choice between using AHP & Pugh Matrix depends on situations. Let us try to understand some of these situations:-
For organizations who are mature in terms of adopting best practices such as lean six sigma can leverage Pugh matrix for their decision making as the decision makers are not aligned in terms of thought process thus less probability of disagreements.
For organizations that have a higher leverage (i.e. organizations that thrive on external investments rather than equity) have to take into considerations the relative importance of different criteria that are being leveraged for decision making, thus they tend to use AHP for making decisions, however for less leveraged organizations since investment is coming through equity they have much more flexibility in terms of investing for future, thus they can use Pugh Matrix for making decisions.
Thus using AHP or Pugh Matrix depends on the organizational maturity & complexity of the situation. I hope you all agree with this..!!