Digital Marketing - Study Notes:
A practical technique
One very practical way of establishing patterns in data is to use Affinity Mapping. Also known as the JK Method, it is a technique introduced by Japanese anthropologist Kawakita Jiro, and provides a method to gather meaning from large amounts of data points.
The technique is designed to be a collaborative effort, allowing consensus and shared understanding to build over time as a group organizes data in common groups.
Affinity Mapping achieves a number of aims at the same time:
- It identifies patterns.
- It allows others to be involved.
- It creates a sense of shared ownership of the results.
Rick Monro
Rick Monro is UX Director at Fathom. He has extensive experience in user research, interaction design, user-centered design, and design strategy with private and public sector organisations throughout the UK and Ireland.
By the end of this topic, you should be able to:
- Appraise practices for planning UX research
- Critically evaluate the roles of innovation and users in User Experience (UX) research
- Evaluate cognitive biases that can affect research data
