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| Criterion |  Decision Making Decision Matrix |  UX Research User Interviews |  UX Research Affinity Diagramming |
|---|---|---|---|
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 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. | 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. |
Complexitydifferent | Medium | Low | Low |
Timedifferent | 45-90 min | 30–60 min per interview | 45–90 min |
Participantsdifferent | 2-8 | 1 participant per interview | 3-10 |
Formatdifferent | Workshop + async | Workshop + async | Workshop |
Outputdifferent | Decision Matrix, Scoring Rationale, Selected Option | Interview Notes, Themes, Insight Summary | Theme clusters, Insight statements, Opportunity areas |
Tagsno overlap | DecisionCriteriaScoringTradeoffs | QualitativeResearchCustomerDiscovery | SynthesisQualitativeRoot cause |
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