Affinity Mapping

Affinity maps gather large amounts of data and group them based on their natural relationships


This tool can be used to categorise and prioritise data where there is a need to understand patterns in qualitative data. The process is often used to group ideas generated by Brainstorming.


It helps us to make sense of broad qualitative data.


Insights are put up on a wall in the form of post-its and grouped until themes emerge.

Participants are given an equal number of red sticky dots and vote on which themes will be further developed. They may stick all their dots to one theme they feel strongly about or distributed amongst a number of themes they think are relevant.


  • Square sticky notes
  • ‘Sharpie’ type pens

Find out more

Snyder, C. (2003) Paper Prototyping: The Fast and Easy Way to Design and Refine User Interfaces (Interactive Technologies). Burlington: Morgan Kufmann Publishers.

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