During the idea generation stage of the design process, multiple concepts are created to subsequently select the best one. This selection is critical due to its implications for the rest of the product design and development process, and the eventual market success. We propose a hybrid selection method, which is based on AHP and Borda Count for this critical selection process. The proposed method has advantages over both AHP and Borda in that one can tell the strength and consistency of the preferences, and how each decision maker influences the overall outcome. This paper presents the proposed method using a case study along with multiple decision-making scenarios, and discusses its advantages.