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Industrial designers often need decision‐making methods to develop innovative solutions combining specified customer's requirements with project technical constraints. This paper describes a matrix approach as a technique to support system designer since the early stages of development, when many and important decisions must be taken. In this work, the matrix method has been used to analyze the civil unmanned aerial vehicle potential market and particularly for selecting the most promising applications of a multi‐role rotary wing unmanned aerial vehicle. According to the matrix results, two rotary wing multi‐role missions have been chosen as most promising customer attractive applications. This matrix method can also be improved for subsequent decision‐making in preliminary‐configuration analysis since it can be easily tailored to different specific engineering applications.

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