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| Criterion |  UX Research User Interviews |  Innovation SCAMPER |  Innovation Brainstorming |  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. | 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. | 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. | 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 | Low | Medium |
Timedifferent | 30–60 min per interview | 30-60 min | 30-60 min | 1-3 h |
Participantsdifferent | 1 participant per interview | 2-10 | 4-12 | 2-8 |
Formatdifferent | Workshop + async | Workshop | Workshop | Workshop + async |
Outputdifferent | Interview Notes, Themes, Insight Summary | SCAMPER Idea List, Concept Shortlist, Variation Notes | Idea pool, Theme clusters, Shortlist | Morphological Box, Concept Combinations, Idea Shortlist |
Tagsno overlap | QualitativeResearchCustomerDiscovery | BrainstormingIdeationCreativityReframingInnovation | BrainstormingIdeationCreativityWorkshopDivergence | IdeationInnovationCreativity |