This research explores the concept selection process in product development, which involves evaluating different concepts based on predefined criteria and selecting the most suitable ones for further investigation. The traditional framework of concept selection relies on evaluating concepts across multiple criteria and aggregating the results to make the final decision. However, this study introduces a novel perspective called "The Sieve and Root Methodology of Concept Selection." In this approach, each selection criterion acts as a "sieve" to test the concept alternatives. Each concept...