Conceptual design evaluation plays a crucial role in new product development (NPD) and determines the quality of downstream design activities. Currently, most existing methods focus on fuzzy quantitative the evaluation information of multi-objectives in conceptual schemes selection. However, the above process ignores the various customers' preferences for each scheme under the evaluation objective, causing inconsistent preference weights in the various schemes, which cannot guarantee the market value of the optimal scheme. Furthermore, the ambiguous attitude from experts in the early design stage is not well taken into account. To this end, a conceptual scheme decision model with considering diverse customer preference distribution based on interval-valued intuitionistic fuzzy set (IVIFS) is proposed. The model is divided into three parts. Firstly, the initial decision matrix of multi-experts concerning the qualitative and quantitative design attributes is constructed based on intuitionistic fuzzy sets, and then the IFS decision matrix with interval boundaries is formed by using rough set technology. Secondly, the mapping model of design attribute to customer preference is constructed, and then the demand preference strategy implied by design attribute is judged. Thirdly, based on the demand preference strategy, the preferences’ weights for each scheme are calculated. Next, integrating the evaluation data with the same preference in the scheme, the comprehensive satisfaction of the scheme is obtained through IVIFS weighted aggregation operator, and then the optimal scheme is decided. Eventually, a case study of mobile phone form feature schemes is further employed to verify the proposed decision model, and results are sensitivity analyzed and compared.

概念设计评估在新产品开发（NPD）中起着至关重要的作用，并确定下游设计活动的质量。当前，大多数现有方法集中在模糊量化概念方案选择中的多目标评估信息上。然而，以上过程忽略了评估目标下每个客户对每个方案的偏好，导致了各个方案中偏好权重的不一致，从而不能保证最优方案的市场价值。此外，没有充分考虑专家在设计初期的模棱两可的态度。为此，提出了一种基于区间直觉模糊集（IVIFS）的，考虑了不同顾客偏好分布的概念方案决策模型。该模型分为三个部分。首先，基于直觉模糊集构造涉及定性和定量设计属性的多专家初始决策矩阵，然后采用粗糙集技术形成具有区间边界的IFS决策矩阵。其次，构建了设计属性到顾客偏好的映射模型，然后判断了设计属性所隐含的需求偏好策略。第三，基于需求偏好策略，计算每种方案的偏好权重。接下来，将具有相同偏好的评估数据整合到方案中，通过IVIFS加权聚合算子获得方案的综合满意度，然后确定最佳方案。最终，