All About Affinity Maps

TL;DR Affinity mapping is an organizational exercise that uses a process of clustering ideas together by a certain principle to help figure out groupings within data that is qualitative.

  • The radar map is split into 4 quadrants. Label these, and then use the sticky notes to outline your ideas into the 4 quadrants you have named 
  • Having an "other" quadrant can help keep chaotic ideas or future aspirations organized
  • Things can (and should) shift over time on a radar diagram in order to stay current
  • What's On Your Radar also serves as a great record keeper, especially when done consistently over a period of time 
  • This exercise can be used every 3-6 months to help keep the most important things in focus

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So what is an affinity map? An affinity map is an artifact of a process of clustering ideas together by a certain principle. You could be clustering ideas, results from your user, test data, anything and everything! We bring in affinity diagramming often when we try to make sense of data. Affinity mapping is a great way of figuring out groupings within data that is qualitative not quantitative.

How to build an affinity map

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    How to build an affinity map

    Begin by brainstorming your ideas. You can capture your ideas on the yellow sticky notes. Writing one idea per note, think of ideas related to this challenge. Next, you’ll want to assign one person to be the starter. The starter will then choose a sticky note that they are particularly passionate about and see if others have sticky notes that support or relate to the topic. Any notes that have some commonalities or themes should be placed closer together on the board. At this point, everyone will begin to cluster and categorize the sticky notes or ideas. Move any additional sticky notes to the chosen topic or idea. If a cluster appears or starts to form, the facilitator might add a red sticky note to identify the category. Place red category sticky notes above their respective cluster to easily identify them. These categories will help to expose groups of related thinking.


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    Adam Paulisick

    Founder at SKILLBUILDER & maadlabs.io (fmr @BCG @Nielsen — acquired 3x). Prof @teppercmu, MHCI & exec ed at Gates School of Comp Sci. Founder @TheShopPgh

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