Affinity mapping
Also known as Affinity diagram, KJ method
Affinity mapping is a way of making sense of qualitative research by writing each observation or quote on its own note and grouping the notes by similarity until clear themes emerge.
How does affinity mapping work?
Pull out individual observations, quotes and moments from your interviews or feedback, one per note. Then sort them into groups that belong together, without starting from a list of categories. Name each group once it settles, then look for patterns across groups.
The method is often credited to the Japanese anthropologist Jiro Kawakita, which is why it is also called the KJ method.
What makes an affinity map useful?
Naming groups as statements rather than labels. "Nobody trusts the status in any one tool" is a finding the team can act on; "Status" is a filing category. It also helps to count how many different people each group came from, so one vocal participant doesn't look like a trend.
How is affinity mapping related to thematic analysis?
Affinity mapping is a hands-on way of doing thematic analysis. Thematic analysis is the method of finding themes in qualitative data; an affinity map is one common way teams carry it out.
Affinity mapping, in brief
- What is affinity mapping?
- Affinity mapping is a way of making sense of qualitative research by putting each observation or quote on its own note and grouping the notes by similarity until clear themes emerge.
- Do you need sticky notes for affinity mapping?
- No. A shared whiteboard tool or a document with headings works just as well, and for a small study a simple list grouped by theme is often enough.
Put the theory to work.
Corha turns your calls, tickets and surveys into one evidence-backed picture of your customers, so these ideas become part of how your team works, not just definitions.
Try it with your own website, no account. We read the public page and keep nothing.