Design thinking resource
A visual method for organising large amounts of qualitative information into related groups, themes and patterns.
An affinity diagram is a visualisation tool used in problem-solving and process improvement to organise and categorise large amounts of information into related groups.
Its purpose is to identify patterns and relationships between data points, bringing related ideas or observations together so a team can develop a more holistic understanding of the evidence.
The process commonly begins with individual data points written on separate sticky notes or cards. Team members group the notes according to similarities and relationships, repeating the process until the material forms coherent clusters.
Rather than beginning with predetermined categories, the team allows themes to emerge from the evidence. The resulting structure provides a high-level overview and identifies areas requiring further analysis or investigation.
Affinity diagrams can support customer research, product development, project management, process improvement and collaborative problem framing.
Their strength lies in making interpretation visible. Participants can move evidence, challenge groupings, rename themes and discuss alternative explanations before conclusions become fixed.
Put the method to work
Collect the observations, customer feedback, ideas or requirements that need to be understood.
Write each distinct point on its own sticky note or card using concise, specific language.
Move similar or connected notes together without imposing categories too early.
Identify the themes emerging from each cluster and give every group a descriptive name.
Challenge the groupings, move ambiguous notes and create or combine categories where necessary.
Arrange the category headings and their evidence so the complete structure can be understood at a glance.
Analyse the themes and relationships to identify patterns, priorities and questions for further investigation.
Why it matters
Reveal recurring needs, observations and ideas across a large body of qualitative evidence.
Show how individual data points connect, reinforce or complicate one another.
Allow teams to discuss and negotiate meaning through a visible, collaborative process.
Turn unstructured material into themes that can guide problem framing, priorities and further research.
Continue exploring
Place this method back within the broader 5E Design Thinking Framework and continue developing your understanding.