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| Criterion |  Growth A/B Testing |  Innovation Morphological Analysis |  Product Discovery Smoke Test |  Innovation Brainstorming |
|---|---|---|---|---|
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 demand only needs to be roughly verified, it tests interest with minimal effort. It measures whether people would take a next step at all. | When a team faces an open question with many obvious directions, the method first creates breadth instead of premature commitment. It separates idea flow from evaluation and makes lines of thought visible, creating a pool for selection and further development. |
Complexitydifferent | High | Medium | Low | Low |
Timedifferent | 1-4 Wochen | 1-3 h | 1-5 Tage | 30-60 min |
Participantsdifferent | 1-6 | 2-8 | Nutzertraffic | 4-12 |
Formatdifferent | Async | Workshop + async | Async | Workshop |
Outputdifferent | Experiment results, Decision log, Learning summary | Morphological Box, Concept Combinations, Idea Shortlist | Interest Metrics, Conversion Signal, Learning Note | Idea pool, Theme clusters, Shortlist |
Tagsno overlap | ExperimentsGrowthAnalyticsValidation | IdeationInnovationCreativity | ValidationExperimentsDemandGrowth | BrainstormingIdeationCreativityWorkshopDivergence |