Affinity diagrams are a fun and useful organization tool that can help you group a massive amount of data into clusters that are much more manageable.

Overview: What is an affinity diagram?

An affinity diagram is a collection of data that has been categorized and organized into groups/themes in accordance with relationships and interconnectedness.

3 benefits of an affinity diagram

Here are some major benefits to organizing your data into an affinity diagram:

1. Making sense of data

Affinity diagrams help you make sense of a large amount of information.

2. Brainstorming

The use of affinity diagrams is ideal for brainstorming exercises.

3. Gathering insight

Organizing insights gathered from research is done with ease using affinity diagrams

Why are affinity diagrams important to understand?

Affinity diagrams are important to understand for the following reasons:

They save you from getting overwhelmed

With an understanding of affinity diagrams, you save yourself from getting overwhelmed by a massive amount of data.


Having a working knowledge of affinity diagrams makes you able to organize and navigate your data in a very effective way.

Valuable during the design process

Understanding affinity diagrams give you the ability to synthesize insights and information. This makes them incredibly useful during the design phase, in particular.

An industry example of an affinity diagram

A team manager has been tasked with organizing a weekend team-building retreat. It seems like every member of the staff has ideas about where the retreat should be and what it should entail. The sheer magnitude of the ideas coming at them feels very overwhelming. The idea of creating an affinity diagram is brought up, so the team manager has a brainstorming session where the staff writes down all their ideas on Post-it notes and, from these, an affinity diagram is created. With the information gained from the affinity diagram, sorting out what the best options would be for the retreat is much more manageable.

4 best practices when thinking about affinity diagrams

Here are some practices to help ensure the best results when creating an affinity diagram

1. Utilize your design team

Having your design team involved in the creation of your affinity diagram will typically yield the best results. Another option for good results would be to have the people involved that were part of the ideation process or ideation brainstorming. Having people involved to discuss aspects of it with is typically more valuable than going at it completely on your own.

2. Grouping similar pieces of data

a) Take pieces of data and write them on Post-it notes. These can be facts, drawings, ideas, or observations. Just make sure to stick to one idea per post-it note.

b) Put them all up on a whiteboard, wall, or table.

c) Pick any one of the Post-it notes at random and place it as the first of a group.

d) Grab another Post-it note and ask if it is similar to the first or if it belongs in a separate group. Place it in its own group if it is different or with the first if it shares a similarity that makes sense to you and the rest of your assembled team. Continue Post-it by Post-it to group similar ideas together and create new groups.

3. Discussing and clarifying clusters

a) Now that you have groups of related data (it is okay if some Post-its are on their own), take the time to discuss each of the clusters in detail.

b) Go over any problematic pieces of data in the clusters and reorganize them, if appropriate.

c) Once all team members are content with the groupings, give each group a name that it represents.

d) Connect related groups with lines, if it is helpful.

4. Further synthesis

At this point, you should be in a good position for further synthesis or to move on to the next stage in your process.

Frequently Asked Questions (FAQ) about affinity diagrams

What process often precedes an affinity diagram?

Generally, an affinity diagram is preceded by a brainstorming session that creates lots of ideas and pieces of data.

When should you use an affinity diagram?

Affinity diagrams can be utilized when there are so many ideas and facts that things feel chaotic or when there is just too much information to digest.

What differentiates mind mapping and affinity diagrams?

Mind mapping is primarily free flowing and explorative whereas affinity diagrams are for succintly organizing ideas in a structured manner.

Making sense of ideas with an affinity diagram

If you find yourself in a situation where a mass of ideas and data is overwhelming your ability to make logical sense of them, an affinity diagram is a great way to organize them all. If done correctly, you will find the data much easier to digest and you will be in a better position to make thoughtful decisions about what comes next.

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