Affinity mapping is a great tool to help you organize similar data together and draw insights from these groups. Like a thematic analysis, an affinity map is most useful when dealing with qualitative data. For example, after a series of user interviews, you could use affinity mapping to identify the words most frequently used by your users to describe your product, the most liked/disliked features, and so on.

To build an affinity map:

• Record your data on individual cards
• Search for patterns and group related cards together
• Give these groups a name
• Log findings and insights from each group^[1]