Research

Affinity Mapping

Affinity mapping helps you organize insights into themes. It turns chaos into clarity. Use it to find connections you might otherwise miss. It's great for making sense of research, user interviews, or brainstorms.

Duration
1 hour
Group Size
4-8
Category
Research
Difficulty
Easy
Energy
Medium

Objectives

After this exercise, you will be able to: See patterns in your data. Group related ideas. Name themes. Generate insights.

Outcomes

You'll walk away with: An affinity map. Organized insights. A foundation for further analysis.

Step-by-Step Instructions


  1. Write each insight on a sticky note. (15 min)

  2. Silently group related notes on a wall. (20 min)

  3. Discuss and refine the groups as a team. (15 min)

  4. Name each theme and identify key insights. (10 min)

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Facilitator Tips

Start with silent grouping to avoid groupthink. It can feel slow, but it's worth it. Don't force categories; let them emerge. Name themes based on the insights, not just the topic. Document the final map with a photo.

Pre-Work

For Facilitators

  • Review participant profiles and expectations
  • Prepare all materials and supplies
  • Test technology and room setup

For Participants

  • Complete pre-session survey
  • Review background materials
  • Prepare examples or case studies

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Materials Required


  • Large wall space.

  • Sticky notes (one idea per note).

  • Markers.

  • Masking tape.

  • Different colored sticky notes for theme labels.

  • Camera.

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Resources & Templates

Affinity Diagram Definition & Example - Atlassian
Atlassian guide with steps and examples for creating affinity diagrams.
Affinity Mapping Ultimate Guide - Looppanel
Comprehensive guide to affinity mapping for UX researchers.
Affinity Mapping: Synthesize Data in 5 Steps - User Interviews
How to synthesize user research data using affinity mapping in 5 steps.
How to Use Affinity Mapping - UserTesting
Guide on using affinity mapping for user research synthesis.

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