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Affinity Mapping

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Digital Marketing - Study Notes:

A practical technique

One very practical way of establishing patterns in data is to use Affinity Mapping. Also known as the JK Method, it is a technique introduced by Japanese anthropologist Kawakita Jiro, and provides a method to gather meaning from large amounts of data points.

The technique is designed to be a collaborative effort, allowing consensus and shared understanding to build over time as a group organizes data in common groups.

Affinity Mapping achieves a number of aims at the same time:

  • It identifies patterns.
  • It allows others to be involved.
  • It creates a sense of shared ownership of the results.  
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Rick Monro

Rick Monro is UX Director at Fathom. He has extensive experience in user research, interaction design, user-centered design, and design strategy with private and public sector organisations throughout the UK and Ireland.

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    The UX Research module module will enable you to develop the knowledge and skills to build highly effective user experiences. You will learn how to think like a user in order to understand their priorities and needs, and you will recognize the role of various research and analytics techniques such as tree-testing, card-sorting, user-testing, user-surveys, Google Analytics and specialized tools such as Click-tale. 

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