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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)