Affinity Diagramming for User Research Analysis

When to use Affinity Diagramming for User Research Analysis

Use this method after conducting user research sessions to make sense of the collected data and identify key areas for improvement in a service or product.

What it solves

Overwhelmed by large amounts of qualitative data; Difficulty identifying key themes and insights; Individual biases influencing interpretation of research findings.

How to run Affinity Diagramming for User Research Analysis, step by step

1. Individual Observation (15 min) - Each participant reviews their notes and writes down individual observations on separate sticky notes, focusing on verbatim quotes and observed behaviors.
2. Collaborative Sorting (30-45 min) - Participants place their sticky notes on a shared surface (physical or virtual) and collaboratively sort them into similar themes, moving notes as needed to create clear groups.
3. Theme Naming (15 min) - The group agrees on a title for each thematic group, discarding irrelevant or isolated notes and potentially breaking down large groups into smaller, more specific themes.
4. Insight Generation (15-30 min) - For each group, the team reviews the notes and formulates a concise finding or insight, writing it on a different colored sticky note and adding it to the group.
5. Action Planning (15 min) - The team discusses potential actions based on the findings and writes these on a third color of sticky notes, adding them to the relevant groups.

Materials needed

• Sticky notes (multiple colors)
• Markers
• Large wall or whiteboard (or virtual equivalent)
• Timer

Facilitator tips

• Encourage participants to focus on the 'what' rather than the 'why' during the observation phase to minimize bias.
• Allow ample time for collaborative sorting, as this is where the key insights emerge.
• Ensure that all participants have an equal opportunity to contribute and move sticky notes.

Common pitfalls

• Premature interpretation of data during the observation phase can lead to biased groupings.
• Dominant voices can influence the sorting process, potentially overlooking valuable insights from quieter participants.
• Groups becoming too large and unwieldy, making it difficult to identify clear themes.

Variations

• Use different colored sticky notes to represent different types of data (e.g., positive feedback, negative feedback, suggestions).
• Conduct a silent affinity diagramming session where participants sort notes without talking, followed by a discussion to clarify the groupings.
• Prioritize themes based on their impact and frequency to focus on the most critical areas for improvement.

Running it online or hybrid

Use a virtual whiteboard tool like Miro or Mural to allow participants to collaboratively move and group sticky notes.

What it produces

A visual representation of user research data, organized into thematic groups with associated findings and action items.

Origin

Adapted from GOV.UK Service Manual — source

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