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| Criterion |  UX Research Personas |  Product Discovery Jobs to Be Done |  UX Research Card Sorting |
|---|---|---|---|
Purposedifferent | 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 switching motives and progress are unclear, it reconstructs the situation from real customer circumstances. It shows why a switch happens and what kind of progress is being sought. | 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. |
Complexitydifferent | Medium | Medium | Low |
Timedifferent | 1-3 Tage | 1-3 Wochen | 20-45 min |
Participantsdifferent | Internes Team | 5-12 Interviews | Based on research question |
Formatsame | Workshop + async | Workshop + async | Workshop + async |
Outputdifferent | Persona Profiles, Needs Summary, Scenario Notes | Job Stories, Outcome Statements, Opportunity List | Content groups, Label set, IA hypotheses |
Tagsno overlap | ResearchCustomerSynthesis | CustomerOutcomesNeeds | Information architectureNavigationStructure |
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