1 00:00:00,570 --> 00:00:05,242 The most interesting and popular technique for analyzing qualitative user 2 00:00:05,242 --> 00:00:10,133 research data is called an Affinity Diagram, also known as Affinity Mapping. 3 00:00:10,133 --> 00:00:14,539 It's based on the KJ Technique developed by the Japanese 4 00:00:14,539 --> 00:00:19,140 anthropologist Jiro Kawakita and the 1960s. 5 00:00:19,140 --> 00:00:23,165 The KJ Technique is an idea generating and prioritizing technique. 6 00:00:24,280 --> 00:00:26,490 The gist of this technique is simple. 7 00:00:26,490 --> 00:00:29,360 Right down every single observation, thought, and 8 00:00:29,360 --> 00:00:33,510 question on a post-it note that's real or digital. 9 00:00:33,510 --> 00:00:36,990 Shuffle the cards, sort similar cards into groups, and 10 00:00:36,990 --> 00:00:40,440 identify themes in the data, label each group. 11 00:00:41,550 --> 00:00:46,080 A key aspect of affinity diagramming is keeping an open mind. 12 00:00:46,080 --> 00:00:49,220 Let the themes and categories emerge from the data, 13 00:00:49,220 --> 00:00:54,730 rather than predefining categories and simply sorting each card into its basket. 14 00:00:54,730 --> 00:00:57,870 An Affinity Diagram is powerful when you create it as a team, yet 15 00:00:57,870 --> 00:01:01,770 you can definitely analyze the data singlehandedly. 16 00:01:02,820 --> 00:01:06,270 The resources section in this stage lists several resources for 17 00:01:06,270 --> 00:01:10,110 running an effective affinity diagramming exercise. 18 00:01:10,110 --> 00:01:13,170 In the next step, we'll look at the transcript again and 19 00:01:13,170 --> 00:01:14,720 see what is noteworthy. 20 00:01:16,100 --> 00:01:18,950 Let's walk through an example together. 21 00:01:18,950 --> 00:01:21,270 Download the project files to follow along. 22 00:01:22,600 --> 00:01:27,260 I interviewed five people and here are the notes I took about what they said. 23 00:01:28,390 --> 00:01:31,370 Each color represents a different person. 24 00:01:31,370 --> 00:01:35,750 So I can keep track of who said what after the notes get moved around. 25 00:01:37,030 --> 00:01:41,840 I kept each note short to capture the essence of what was said. 26 00:01:41,840 --> 00:01:43,920 This keeps the notes brief, and 27 00:01:43,920 --> 00:01:47,170 the granularity allows me to categorize them more cleanly. 28 00:01:48,630 --> 00:01:52,560 Now, start moving around the notes and organizing by theme. 29 00:01:53,560 --> 00:01:58,790 There will be some that don't have an obvious place, but don't worry about it. 30 00:01:58,790 --> 00:02:02,130 Place them to the side and revisit them at the end. 31 00:02:02,130 --> 00:02:06,820 You'll notice some themes start to emerge such as goals and challenges. 32 00:02:06,820 --> 00:02:10,850 You may even notice some sub-themes. 33 00:02:10,850 --> 00:02:14,030 Here's what my Affinity Diagram ended up looking like. 34 00:02:15,050 --> 00:02:19,440 Keep in mind everyone's organization will be different so 35 00:02:19,440 --> 00:02:21,770 don't fret if yours looks different than mine. 36 00:02:22,850 --> 00:02:26,520 Now, goal was a large category for me. 37 00:02:26,520 --> 00:02:32,970 So I created sub-themes such as fitness, mental health, and socialize. 38 00:02:32,970 --> 00:02:37,700 This makes it easier for me to scan the diagram to understand the highlights. 39 00:02:39,060 --> 00:02:42,070 Now back to the clothing store research. 40 00:02:42,070 --> 00:02:45,941 Practice organizing information from the user interview in the form of 41 00:02:45,941 --> 00:02:47,110 a Affinity Diagram. 42 00:02:48,190 --> 00:02:50,087 When you're ready, stay tuned for 43 00:02:50,087 --> 00:02:54,080 the next video where I'll wrap up what we have learned from this exercise.