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| Criterion |  Innovation Morphological Analysis |  Product Discovery Smoke Test |  Innovation SCAMPER |  Growth A/B Testing |
|---|---|---|---|---|
Purposedifferent | 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. | For an existing solution under pressure to change, the method deliberately opens space for systematic variants. It directs attention to rebuilding, combining, and repurposing rather than only new basic ideas. This produces concrete evolution paths for products, offerings, or workflows. | 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. |
Complexitydifferent | Medium | Low | Low | High |
Timedifferent | 1-3 h | 1-5 Tage | 30-60 min | 1-4 Wochen |
Participantsdifferent | 2-8 | Nutzertraffic | 2-10 | 1-6 |
Formatdifferent | Workshop + async | Async | Workshop | Async |
Outputdifferent | Morphological Box, Concept Combinations, Idea Shortlist | Interest Metrics, Conversion Signal, Learning Note | SCAMPER Idea List, Concept Shortlist, Variation Notes | Experiment results, Decision log, Learning summary |
Tagsno overlap | IdeationInnovationCreativity | ValidationExperimentsDemandGrowth | BrainstormingIdeationCreativityReframingInnovation | ExperimentsGrowthAnalyticsValidation |