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| Criterion |  UX Research User Interviews |  UX Research Customer Journey Mapping |  Product Discovery Opportunity Scoring |  Product Discovery Hypothesis Prioritization Canvas |
|---|---|---|---|---|
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 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 opportunities need ranking by their effect, it makes importance and satisfaction directly comparable. It separates problem, assumption, solution, and evidence. The result is captured as an opportunity-score table and top outcomes. | When many hypotheses compete for attention, it brings order to their learning sequence and importance. It separates problem, assumption, solution, and evidence. The result is captured as a prioritization canvas and a hypothesis backlog. |
Complexitydifferent | Low | Medium | Medium | Medium |
Timedifferent | 30–60 min per interview | 2-4 h | 60-120 min | 60-90 min |
Participantsdifferent | 1 participant per interview | 4-10 | 3-6 | 3-8 |
Formatdifferent | Workshop + async | Workshop | Workshop + async | Workshop |
Outputdifferent | Interview Notes, Themes, Insight Summary | Journey Map, Pain-point List, Opportunity Backlog | Opportunity Score Table, Top Outcomes | Prioritization Canvas, Hypothesis Backlog |
Tagsno overlap | QualitativeResearchCustomerDiscovery | JourneyServiceService design | PrioritizationDiscoveryOutcomesNeeds | ExperimentsPrioritizationDiscoveryHypothesis |