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| Criterion |  Growth A/B Testing |  Innovation Design Thinking |  UX Research Affinity Diagramming |  UX Research Empathy Mapping |
|---|---|---|---|---|
Purposedifferent | When two variants compete, discussions quickly decide by taste rather than effect. A/B Testing checks behavior under controlled conditions and separates real improvement from chance or expectation effects. | For complex user problems with an uncertain cause, the method connects observation, interpretation, and experiment into a learning cycle. It keeps the focus on real needs and avoids premature solution language. This produces robust decisions for product and service. | When research notes, feedback, or observations sit unconnected side by side, affinity diagramming sorts the raw material into solid themes. Many individual points turn into patterns that make decisions and opportunities clearer. | When a lot is assumed about a target group but little is seen jointly, empathy mapping makes knowledge and gaps directly comparable. The picture also shows which assumptions hold up and where evidence is missing. |
Complexitydifferent | High | High | Low | Low |
Timedifferent | 1-4 Wochen | 1 Tag bis mehrere Wochen | 45–90 min | 30–60 min |
Participantsdifferent | 1-6 | 4-10 | 3-10 | 4-8 |
Formatdifferent | Async | Workshop | Workshop | Workshop |
Outputdifferent | Experiment results, Decision log, Learning summary | Problem Statement, Prototype, Test Learnings | Theme clusters, Insight statements, Opportunity areas | Empathy Map, Assumptions List, Research Gaps |
Tagsno overlap | ExperimentsGrowthAnalyticsValidation | InnovationPrototypeResearch | SynthesisQualitativeRoot cause | SynthesisQualitativeWorkshop |