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| Criterion |  UX Research User Interviews |  Product Discovery Kano Model |  UX Research Customer Journey Mapping |  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 features need to be distinguished by their effect on satisfaction, it makes expectations and surprises comparable. It separates basic needs, performance contribution, and delight. | 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 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 | Medium | Medium | Medium |
Timedifferent | 30–60 min per interview | 1-2 Tage | 2-4 h | 30-60 min je Interview |
Participantsdifferent | 1 participant per interview | 10-50 | 4-10 | 5-12 Interviews |
Formatdifferent | Workshop + async | Workshop + async | Workshop | Workshop + async |
Outputdifferent | Interview Notes, Themes, Insight Summary | Kano Matrix, Feature Classes, Priority Themes | Journey Map, Pain-point List, Opportunity Backlog | Interview Notes, Opportunity Themes, Customer Quotes |
Tagsno overlap | QualitativeResearchCustomerDiscovery | SatisfactionPrioritizationCustomer | JourneyServiceService design | DiscoveryInterviewsOpportunityCustomer |