Affinity Mapping
A method for categorizing and sorting qualitative data or observations using an affinity diagram in order to identify themes and gain insights.
Steps
1. Record
Record the research from user interviews, user tests or other research method on individual sticky notes. The notes can include anything that's helpful: general information about the subject of the research, observations, quotes, common oversights, and use cases.
2. Identify
Identify patterns in the notes and group those that are related. Don't over think it — this step is about understanding the data as a whole and groupings can always change.
3. Label
Once you've organized the notes into related groups, give each a name based on the theme of that group. For example 'people often did X when attempting to accomplish Y'.
4. Insights
Identify key insights from the themes. What story do the themes tell as a whole? Once these are defined, summarize them and provide evidence from your research to support each. Don't forget to include design action items related to each!