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| Criterion |  UX Research User Interviews |  Innovation Morphological Analysis |
|---|---|---|
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. | For a search for solutions with many degrees of freedom, a grid emerges for systematic combinations. The method separates features, variants, and exclusion criteria, so the space gets explored deliberately. |
Complexitydifferent | Low | Medium |
Timedifferent | 30–60 min per interview | 1-3 h |
Participantsdifferent | 1 participant per interview | 2-8 |
Formatsame | Workshop + async | Workshop + async |
Outputdifferent | Interview Notes, Themes, Insight Summary | Morphological Box, Concept Combinations, Idea Shortlist |
Tagsno overlap | QualitativeResearchCustomerDiscovery | IdeationInnovationCreativity |
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Methods with strong topical overlap with the current selection, not yet in the comparison.
