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| Criterion |  UX Research Customer Journey Mapping |  UX Research User Interviews |  Product Discovery Opportunity Interview |  UX Research Personas |
|---|---|---|---|---|
Purposedifferent | When a user journey falls apart across many touchpoints, customer journey mapping makes the experience visible as a coherent arc. Phases, emotions, and breaks become legible enough to prioritize critical moments deliberately. | 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 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 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. |
Complexitydifferent | Medium | Low | Medium | Medium |
Timedifferent | 2-4 h | 30–60 min per interview | 30-60 min je Interview | 1-3 Tage |
Participantsdifferent | 4-10 | 1 participant per interview | 5-12 Interviews | Internes Team |
Formatdifferent | Workshop | Workshop + async | Workshop + async | Workshop + async |
Outputdifferent | Journey Map, Pain-point List, Opportunity Backlog | Interview Notes, Themes, Insight Summary | Interview Notes, Opportunity Themes, Customer Quotes | Persona Profiles, Needs Summary, Scenario Notes |
Tagsno overlap | JourneyServiceService design | QualitativeResearchCustomerDiscovery | DiscoveryInterviewsOpportunityCustomer | ResearchCustomerSynthesis |