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| Criterion |  UX Research User Interviews |  Innovation Morphological Analysis |  Innovation Brainstorming |
|---|---|---|---|
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. | When a team faces an open question with many obvious directions, the method first creates breadth instead of premature commitment. It separates idea flow from evaluation and makes lines of thought visible, creating a pool for selection and further development. |
Complexitydifferent | Low | Medium | Low |
Timedifferent | 30–60 min per interview | 1-3 h | 30-60 min |
Participantsdifferent | 1 participant per interview | 2-8 | 4-12 |
Formatdifferent | Workshop + async | Workshop + async | Workshop |
Outputdifferent | Interview Notes, Themes, Insight Summary | Morphological Box, Concept Combinations, Idea Shortlist | Idea pool, Theme clusters, Shortlist |
Tagsno overlap | QualitativeResearchCustomerDiscovery | IdeationInnovationCreativity | BrainstormingIdeationCreativityWorkshopDivergence |
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Methods with strong topical overlap with the current selection, not yet in the comparison.
