Affinity mapping research notes

01What affinity mapping does

After interviews or usability tests, a team has many notes. Affinity mapping groups notes by similarity so patterns become visible. It works on a physical wall with sticky notes or on a digital whiteboard, and it can be done alone or with a team.

02The steps

1. One observation per note. Write a single fact, such as “Skipped the filters and scrolled instead”. Mark which participant it came from.
2. Cluster silently. Move notes next to similar ones without discussing. Silence stops the loudest voice from steering the groups.
3. Name each cluster. Use a short sentence that describes the pattern, not a vague topic word.
4. Look for themes and gaps. Which clusters are large? Which are missing evidence?
5. Count evidence. Note how many participants support each theme.

03From themes to problem statements

Turn each strong theme into a “How might we…” question. It states the problem in an open way that invites ideas.

• Theme

  Participants could not tell whether their order had been received.

• Problem statement

  How might we make the status of an order clear at every step?

This is a generic example of the format.

04Pitfalls to avoid

• Forcing clusters early. Do not decide the categories before reading the notes; let them emerge.
• Mixing opinions with observations. “They should add a filter” is a solution idea; “They scrolled for a long time” is an observation. Keep ideas on a separate colour or board.
• Ignoring single notes. A lone observation is not a theme, but it can still point to something worth checking.

The map is a thinking tool. Its value is the clear themes and evidence it leaves behind.

05Setting up a session

Preparation decides how smooth the clustering is. Gather all raw material before the session, so nothing is added half way.

• Pull notes from interview transcripts, test observations and survey comments into one place.
• Use short, consistent wording so notes can be read at a glance.
• Give each participant a code or colour so you can later count how many people support a theme.
• Allow enough time; sorting a large set of notes rarely finishes in a few minutes.

When working remotely, a digital board lets participants move notes at the same time and keeps a record that is easy to revisit.