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| Criterion |  UX Research User Interviews |  Innovation Morphological Analysis |  Innovation Design Thinking |
|---|---|---|---|
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. | For complex user problems with an uncertain cause, the method connects observation, interpretation, and experiment into a learning cycle. It keeps the focus on real needs and avoids premature solution language. This produces robust decisions for product and service. |
Complexitydifferent | Low | Medium | High |
Timedifferent | 30–60 min per interview | 1-3 h | 1 Tag bis mehrere Wochen |
Participantsdifferent | 1 participant per interview | 2-8 | 4-10 |
Formatdifferent | Workshop + async | Workshop + async | Workshop |
Outputdifferent | Interview Notes, Themes, Insight Summary | Morphological Box, Concept Combinations, Idea Shortlist | Problem Statement, Prototype, Test Learnings |
Tagsno overlap | QualitativeResearchCustomerDiscovery | IdeationInnovationCreativity | InnovationPrototypeResearch |
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