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| Criterion |  UX Research Card Sorting |  Product Discovery Opportunity Interview |  UX Research User Interviews |
|---|---|---|---|
Purposedifferent | When content only makes sense internally and users can't find the structure again, card sorting exposes their mental order. Terms, groups, and naming are then aligned with the target group's expectations. | When opportunities are still hidden behind signals of need, it structures conversations around needs and obstacles. It looks for patterns that lead to new product opportunities. | When teams derive needs only from assumptions and real motives are missing, user interviews give direct access to behavior and meaning. Conversations from the target group's everyday life make patterns, tensions, and open questions solidly visible. |
Complexitydifferent | Low | Medium | Low |
Timedifferent | 20-45 min | 30-60 min je Interview | 30–60 min per interview |
Participantsdifferent | Based on research question | 5-12 Interviews | 1 participant per interview |
Formatsame | Workshop + async | Workshop + async | Workshop + async |
Outputdifferent | Content groups, Label set, IA hypotheses | Interview Notes, Opportunity Themes, Customer Quotes | Interview Notes, Themes, Insight Summary |
Tagsno overlap | Information architectureNavigationStructure | DiscoveryInterviewsOpportunityCustomer | QualitativeResearchCustomerDiscovery |
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