E X P L O R A T I O N
Affinity Mapping

1. Download your research into one place

   • Collate all the information collected from the in-depth interviews into one place so that we can look at everything in a holistic way

   • It’s helpful to organise the research per interview

2. Group your notes into distinct groups

   • Start with the first post-it and create a new group

   • Take the next post-it and see if they are a similar group and if not, create a new group

   • Continue grouping similar things together and forming categories based on similarities until you have between 3-10 groups

3. Name the clusters

Generate perspective based on the data and the context from the research to understand what it is telling us. Try to write a summary sentence/theme for each of the groups. For example, “Want quicker access to data” could be a theme representing the recurring opinion that the current access to data is not fast enough.

4. Use the affinity map for generating insights

After finishing this exercise, you may want to think about writing the key insight statements and also add the outputs onto other tools, such as Personas or Customer Journey.