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| Criterion |  UX Research User Interviews |  UX Research Card Sorting |  UX Research Affinity Diagramming |  Product Discovery Opportunity Interview |
|---|---|---|---|---|
Purposedifferent | 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 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. | 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. | 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. |
Complexitydifferent | Low | Low | Low | Medium |
Timedifferent | 30–60 min per interview | 20-45 min | 45–90 min | 30-60 min je Interview |
Participantsdifferent | 1 participant per interview | Based on research question | 3-10 | 5-12 Interviews |
Formatdifferent | Workshop + async | Workshop + async | Workshop | Workshop + async |
Outputdifferent | Interview Notes, Themes, Insight Summary | Content groups, Label set, IA hypotheses | Theme clusters, Insight statements, Opportunity areas | Interview Notes, Opportunity Themes, Customer Quotes |
Tagsno overlap | QualitativeResearchCustomerDiscovery | Information architectureNavigationStructure | SynthesisQualitativeRoot cause | DiscoveryInterviewsOpportunityCustomer |