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What it is: a way to synthesize information
When to use it:
Explore qualitative user interview questions
Synthesize data from current state, segment personas
Finding patterns in business anecdotes, ideas and design directions
How to use it:
A free for all, throw it all down in stickies
You can approach in deductively (building a hypothesis): scan the data you have gathered and write out the themes you notice as it emerges, build your categories and take-aways
Or, you can approach it inductively (validating a hypothesis): Start by defining expected categories and sorting your data to see if patterns emerge
This works great with
Brainstorming - Brainstorming can feel satisfying in the moment - and then it can be unclear how it’s going to move forward. Affinity mapping can help give direction to the next question to dive into more, or the seed of an idea to flesh out
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