Affinity diagrams help make sense of a wide range of ideas, quotes or observations by grouping them into themes.
It’s especially helpful after brainstorming, interviews, or research sessions when there’s a lot of raw information.
It helps teams ask:
- What themes are showing up in what people are saying or doing?
- Where are ideas or concerns overlapping?
- What patterns are emerging that we didn’t see before?
By grouping related items into clusters, teams can uncover insights, clarify focus, and respond more strategically and empathetically.
Best Practices
Start with quantity. Capture everything first; don’t filter too early. Quantity leads to quality.
Stay curious. Let patterns emerge naturally. Don’t force categories.
Use neutral language. Avoid judging or labeling ideas too narrowly.
Work together. Sort and name clusters as a team to build shared understanding.
Summarize each cluster. Add short descriptions or names for each group that capture the core insight or theme.
Basic Steps
1. Collect input. Start with notes, quotes, or observations from a workshop, meeting, or research.
2. Write one idea per sticky note. This could be on physical sticky notes or digital board like Mural or Miro.
3. Spread everything out. Lay out all the notes so they’re visible and easy to scan
4. Group related items. Look for shared themes, issues, or ideas. Move them into clusters based on that shared meaning.
5. Label each group. Give each cluster a simple, clear simple name that reflects what ties it together.
6. Refine and adjust. Merge, split, or rename as needed. It’s OK to iterate.
7. Reflect as a team. Ask: What are we learning? What’s surprising? What themes need further exploration?
Benefits
- Helps make sense of complex feedback or input
- Highlights shared ideas, values, and challenges
- Encourages collaboration and pattern recognition
- Centers the lived experience behind the data
Our Recommended Resources
Affinity diagrams are a fast, flexible way to move from information overload to clarity. Instead of imposing categories, you let themes emerge from the ground up. This approach supports inclusive teamwork and helps surface insights that might otherwise get missed.