Discover phase

Affinity Mapping

Analyse and synthesise all the information generated from research by finding patterns across data.

What it is

A way to analyse and synthesise all the information generated from research.

When to use it

A quick way to find patterns across types of data collected in research.

How to run it

Individually or in small groups review your research notes. On post-it notes, write down key quotes and observations. Make sure you add a code for each research participant on the note

As a team gather around a wall or white board. One person reads out their first note and place it on the wall. If anyone has a similar concept place it on the wall.

Keep going until all your data points are on the wall and organised into groups

Give each group a title or label

While this can be done alone, it's better when people map together. Each person will see new patterns in data and it's helpful to think out loud with your team.

You can use post-its either physically or virtually. If you have transcripts, you can cut out key content to map from printed notes.

Avoid clustering by research question or starting with a theme and then just grouping. Themes emerge as you go and sometimes you might have to regroup more than once.

If something was a direct quote put it in inverted commas, everything else is an observation.

Look for tension in your groupings which means finding positive and negative around the same topic. Tension is a great catalyst for creativity in the Develop phase.

Related tools

Pairs well with these other methods from the discover phase.

Discover

Affinity Mapping

What it is

When to use it

How to run it

Tips

Related tools

Capturing Observations

Empathy Map

Journey Map