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The velocity and dynamic nature of the global competitive environment, in terms of the progress of the industry, has driven a serious competition and brought great innovation in a variety of business setting. Traditionally, House of Quality (HOQ) is constructed to represent the relationships, in terms of the subjective importance. But users requirements and the proliferation product options are the dynamic, new products design have become a complex process. There are two purposes of this study. First, it sought to establish a better measure and adopted the Contradiction Matrix to build up a three-level mediating representation for a new product design. Second, on the strength of the integrative standpoint, a methodology called Innovation Contradiction Matrix was provided to analyze the dynamical suggestible principles in terms of the properties weight systemically, we used the House of Quality (HOQ) and Analytic Hierarchy Process (AHP).