Affinity mapping

How it is used

A common step in research synthesis, done on a wall or on a digital whiteboard such as Miro or FigJam. The result is often called an affinity diagram. Teams then name each cluster and turn it into an insight.

Example sentences

1. After affinity mapping, five clear themes emerged from the 200 notes.

2. Let's do the affinity mapping together so everyone sees the raw data.

Common collocations

• affinity mapping session
• affinity diagram
• cluster the notes
• research synthesis

Related terms

• insightA useful new understanding about users, drawn from research data, that explains their behaviour and points to a design opportunity.
• user interviewA one-to-one conversation with a user or potential user, usually 30 to 60 minutes long, to learn about their goals, habits, problems and opinions.
• qualitative researchResearch that collects words, observations and stories from a small number of people to understand why they think and behave the way they do.
• empathy mapA simple diagram, usually split into four parts, that records what a user says, thinks, does and feels, helping a team understand them better.

More terms: User Research

• user research
• survey
• quantitative research
• competitive analysis
• recruit