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| Criterion |  UX Research User Interviews |  Innovation Morphological Analysis |  Innovation SCAMPER |
|---|---|---|---|
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 an existing solution under pressure to change, the method deliberately opens space for systematic variants. It directs attention to rebuilding, combining, and repurposing rather than only new basic ideas. This produces concrete evolution paths for products, offerings, or workflows. |
Complexitydifferent | Low | Medium | Low |
Timedifferent | 30–60 min per interview | 1-3 h | 30-60 min |
Participantsdifferent | 1 participant per interview | 2-8 | 2-10 |
Formatdifferent | Workshop + async | Workshop + async | Workshop |
Outputdifferent | Interview Notes, Themes, Insight Summary | Morphological Box, Concept Combinations, Idea Shortlist | SCAMPER Idea List, Concept Shortlist, Variation Notes |
Tagsno overlap | QualitativeResearchCustomerDiscovery | IdeationInnovationCreativity | BrainstormingIdeationCreativityReframingInnovation |
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