​ | Problem (Market) | Solution (Product) |
Generative | - Customer discovery interviews - Contextual inquiry/ethnography - Data mining - Focus groups* - Surveys* (open-ended) | - Solution interview - Contextual inquiry/ethnography - Demo pitch - Concierge test/consulting - Competitor usability - Picnic in the graveyard |
Evaluative | - Five-second tests - Comprehension testing - Data mining/market research - Surveys* (closed) - Smoke tests (e.g. video, landing page) - Sales pitch - Pre-sales - Flyers - Pocket test - Event - Fake door | - Paper prototypes - Clickable prototypes - Usability - Hallway - Live - Remote - Wizard of Oz - Takeaway - Functioning products - Analytics/dashboards - Surveys* (e.g. Net promoter score, product/market fit survey) |