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Affinity mapping 0:48
A 48-second explainer of Affinity mapping, narrated over the same demo you can try yourself.
Try the interactive Affinity mapping demo
What this video covers
Affinity mapping helps you make sense of qualitative research by grouping individual observations - each on its own sticky note - into clusters of related ideas, then naming the themes that emerge. Instead of starting with pre-set categories, you let the structure emerge from the data itself, turning a wall of scattered notes into a few clear patterns you can act on.
Scattered, the notes were just noise - a dozen unrelated gripes. Grouped, the same notes fell into two clear stories, and the theme names almost wrote themselves. That's affinity mapping: the pattern was always in the data; clustering is what makes it visible.
