Concept selection is a crucial stage in product design and development with various potential dire consequences

(e.g., loss of market share and diminishing profit). During this stage, decision makers need to determine the best

concept to optimize the product life cycle outcomes involving multiple criteria despite the inherent uncertainty of

the decision making context. In this study, we introduce data envelopment analysis (DEA) for the solution of this

multi-criteria concept selection problem. Four indices that are typically involved in concept selection problems are

defined and used as inputs for the DEA model. A fictitious case of selecting the best electrical toothbrush concept is solved by our approach to show its application. We also discuss the advantages and limitations of the proposed

concept selection method along with recommendations for future research.