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| Criterion |  UX Research User Interviews |  Product Discovery Opportunity Interview |  Decision Making Decision Matrix |
|---|---|---|---|
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 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. | When several options collide with several criteria, comparison quickly becomes subjective. A Decision Matrix makes the trade-off visible and brings weighting, criteria, and options into a shared logic. |
Complexitydifferent | Low | Medium | Medium |
Timedifferent | 30–60 min per interview | 30-60 min je Interview | 45-90 min |
Participantsdifferent | 1 participant per interview | 5-12 Interviews | 2-8 |
Formatsame | Workshop + async | Workshop + async | Workshop + async |
Outputdifferent | Interview Notes, Themes, Insight Summary | Interview Notes, Opportunity Themes, Customer Quotes | Decision Matrix, Scoring Rationale, Selected Option |
Tagsno overlap | QualitativeResearchCustomerDiscovery | DiscoveryInterviewsOpportunityCustomer | DecisionCriteriaScoringTradeoffs |
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