Affinity Grouping

Affinity grouping is a clustering exercise that groups similar ideas and information gathered during user research. Affinity grouping helps the team synthesize research data into common themes. The themes the team identifies can be analyzed and inform the activities that will be done in the Opportunity phase.


  1. Individually write down research findings on sticky notes. Only write one finding per sticky note.

  2. Mark the sticky note with an indicator of where the research came from.

  3. Tell the group about each research finding and then post the sticky note on the wall

  4. After all the sticky notes are posted, as a group cluster similar research findings together

  5. Take pictures of each cluster to document the themes