This week in our Design Methods for Insight Gathering module, we were introduced to the method of Affinity Mapping.
“Affinity mapping is a group analysis process used to meaningfully cluster together qualitative data in order to gain deep insights into the underlining meaning. It is an “bottom up” process, whereby final themes are developed through the grouping of small fragments of the original data based on their affinity to each other. This method is used by design companies and academics alike.”
We all have been asked to film an interview asking a first year university of dundee student about their relationship with photography, and then transcribe the result. From this transcript, we had to analyse the data that we had collected and put quotes of key information on post it notes. In our reading groups we analysed our collective data and categorised it using the method of affinity mapping. The class then came together to categorise our findings to gain an insight into the overall data that the class has gathered from their interviews. This was quite a lengthy process but I can understand why it is a useful technique to use in order to more deeply understand your research.