Affinity Map
What is it? Affinity Mapping is a method of analyzing the relationship between ideas or data points, in order to help make sense of data. This process is commonly done with stakeholders who bring different perspectives to the exercise but can also be done individually. It can take place in-person, using post-it notes on a wall, or digitally, using one of the many tools available.
When is it best used? Affinity Mapping’s purpose is to find patterns and themes within the data. It commonly takes place in brainstorming and strategic planning sessions, ideation workshops, and / or when analyzing and synthesizing data from a qualitative research study.
What does it entail? First, all of the ideas or data points are synthesized into simple, separate, moveable snippets. Then they are displayed so they can all be seen in one view, evaluated equally, and assessed for their relationship to other snippets.
The snippets are then moved into clusters of themes or categories based on the mapping objectives. They can be organized by either a predetermined framework (e.g. journeys, spectrums, similarities, differences, priorities, etc.) or according to their apparent affinity with other snippets. Typically each cluster is named for easy reference.
Interchangeable term: Affinity Diagramming
Use in a Sentence: Affinity Mapping helped our team identify the relationship between common motivations and pain points from our research study.
Related Terms: Clustering
Visual: Yes
ADDITIONAL RESOURCES
Books
Articles
Design Thinking Methods: Affinity Mapping | by Matthew Weprin - UX@Aetna
Affinity Diagrams: Tips and Tricks. | by Talisha Payton | Learning UX
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Additional Resources from Curiosity Tank