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| Criterion |  Decision Making Decision Matrix |  UX Research Personas |  UX Research Affinity Diagramming |  UX Research User Interviews |
|---|---|---|---|---|
Purposedifferent | When several options collide with several criteria, comparison quickly becomes subjective. A Decision Matrix makes the trade-off visible and brings weighting, criteria, and options into a shared logic. | When target groups stay too vague and teams talk about the same people differently, personas create a shared, solid picture of usage. Condensed profiles make needs, contexts, and differences tangible enough for decisions. | 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 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 | Medium | Medium | Low | Low |
Timedifferent | 45-90 min | 1-3 Tage | 45–90 min | 30–60 min per interview |
Participantsdifferent | 2-8 | Internes Team | 3-10 | 1 participant per interview |
Formatdifferent | Workshop + async | Workshop + async | Workshop | Workshop + async |
Outputdifferent | Decision Matrix, Scoring Rationale, Selected Option | Persona Profiles, Needs Summary, Scenario Notes | Theme clusters, Insight statements, Opportunity areas | Interview Notes, Themes, Insight Summary |
Tagsno overlap | DecisionCriteriaScoringTradeoffs | ResearchCustomerSynthesis | SynthesisQualitativeRoot cause | QualitativeResearchCustomerDiscovery |