Analyzing Qualitative Data (Affinity Mapping) — Roadmap Step & Resour…
Turning a pile of raw notes and quotes into clear, actionable themes
- Level: intermediate
- Estimated time: 2 days
- Roadmap: UX Design
Before this step
Mini projects
- Run an affinity mapping session on notes from your earlier user interviews to extract themes
Interview questions
- How does affinity mapping help you avoid jumping to conclusions from a single loud opinion?
Study resources
- Affinity Diagramming for Collaborative Sensemaking (Article) — Nielsen Norman Group's guide to clustering qualitative research findings.
- Affinity Mapping Explained (Video) — A practical walkthrough of grouping research notes into themes.
Part of
- Conducting User Research — section
- UX Design roadmap — the full learning path