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Affinity Mapping

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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.  
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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
     

ABOUT THIS DIGITAL MARKETING MODULE

UX Research
Rick Monro
Skills Expert

With the help of Rick Monro, you will develop the knowledge and skills to build highly effective user experiences. You will learn how to think like a user in order to understand their priorities and needs, and you will recognize the role of various research and analytics techniques such as tree-testing, card-sorting, user-testing, user-surveys, Google Analytics and specialized tools such as Click-tale.