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| Criterion |  UX Research Personas |  Business Strategy TOWS Matrix |  Product Strategy Impact Mapping |  Product Discovery Jobs to Be Done |
|---|---|---|---|---|
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. | The TOWS Matrix connects internal strengths and weaknesses with external opportunities and threats into action-oriented strategies. It goes a step further than a pure stocktaking. | When a goal needs to be connected to several possible paths, it shows chains of impact instead of feature lists. It connects business goal, behavior change, and measures. | 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. |
Complexitysame | Medium | Medium | Medium | Medium |
Timedifferent | 1-3 Tage | 1-2 h | 45-90 min | 1-3 Wochen |
Participantsdifferent | Internes Team | 3-10 | 3-8 | 5-12 Interviews |
Formatdifferent | Workshop + async | Workshop | Workshop | Workshop + async |
Outputdifferent | Persona Profiles, Needs Summary, Scenario Notes | TOWS Matrix, Strategic Options, Priority Actions | Impact Map, Outcome Hypotheses, Delivery Options | Job Stories, Outcome Statements, Opportunity List |
Tagsno overlap | ResearchCustomerSynthesis | StrategyAnalysisOptions | OutcomesStrategyBehaviorPlanning | CustomerOutcomesNeeds |