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| Criterion |  Growth A/B Testing |  Innovation Morphological Analysis |  Product Discovery Assumption Mapping |  Innovation SCAMPER |
|---|---|---|---|---|
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 a search for solutions with many degrees of freedom, a grid emerges for systematic combinations. The method separates features, variants, and exclusion criteria, so the space gets explored deliberately. | When assumptions still sit unordered in the room, it weighs uncertainty against leverage. It makes visible which hypotheses should be checked first. | For an existing solution under pressure to change, the method deliberately opens space for systematic variants. It directs attention to rebuilding, combining, and repurposing rather than only new basic ideas. This produces concrete evolution paths for products, offerings, or workflows. |
Complexitydifferent | High | Medium | Medium | Low |
Timedifferent | 1-4 Wochen | 1-3 h | 45-60 min | 30-60 min |
Participantsdifferent | 1-6 | 2-8 | 2-8 | 2-10 |
Formatdifferent | Async | Workshop + async | Workshop + async | Workshop |
Outputdifferent | Experiment results, Decision log, Learning summary | Morphological Box, Concept Combinations, Idea Shortlist | Assumption map, Test backlog, Risk ranking | SCAMPER Idea List, Concept Shortlist, Variation Notes |
Tagsno overlap | ExperimentsGrowthAnalyticsValidation | IdeationInnovationCreativity | AssumptionsRiskExperimentsValidation | BrainstormingIdeationCreativityReframingInnovation |