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| Criterion |  UX Research User Interviews |  Innovation Rolestorming |  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. | When a search for ideas stalls, switching roles helps people step outside their own perspective and activate new logics of action. The method reduces habit because contributions arise from a different stance. This brings unfamiliar, often fitting solution approaches into play. | 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 | Low | Medium |
Timedifferent | 30–60 min per interview | 30-60 min | 1-3 h |
Participantsdifferent | 1 participant per interview | 3-12 | 2-8 |
Formatdifferent | Workshop + async | Workshop | Workshop + async |
Outputdifferent | Interview Notes, Themes, Insight Summary | Rollenkarten, Ideenpool pro Rolle, Konsolidierte Shortlist | Morphological Box, Concept Combinations, Idea Shortlist |
Tagsno overlap | QualitativeResearchCustomerDiscovery | BrainstormingIdeationCreativity | IdeationInnovationCreativity |
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Methods with strong topical overlap with the current selection, not yet in the comparison.
