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| Criterion |  Growth A/B Testing |  Innovation Morphological Analysis |  Innovation Crazy 8s |  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. | With only a few minutes available and a still-fuzzy solution search, the method forces a wide range of variants. It produces fast sketches before the first idea can settle in, making different directions directly comparable and open to further development. | 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 | Low | Low |
Timedifferent | 1-4 Wochen | 1-3 h | 8-15 min | 30-60 min |
Participantsdifferent | 1-6 | 2-8 | 1-10 | 2-10 |
Formatdifferent | Async | Workshop + async | Workshop | Workshop |
Outputdifferent | Experiment results, Decision log, Learning summary | Morphological Box, Concept Combinations, Idea Shortlist | Sketch Set, Idea Shortlist, Direction Options | SCAMPER Idea List, Concept Shortlist, Variation Notes |
Tagsno overlap | ExperimentsGrowthAnalyticsValidation | IdeationInnovationCreativity | BrainstormingSketchingSpeedDivergenceDesign sprint | BrainstormingIdeationCreativityReframingInnovation |