The affinity diagram, also called the KJ method after its creator Jiro Kawakita, is a collaborative synthesis technique that transforms large volumes of raw qualitative data into organised, meaningful clusters of insight. After research fieldwork generates hundreds of observations, quotes, and data points, the affinity diagram provides a structured process for making sense of it all. It is one of the most commonly used analysis tools in design research precisely because it converts chaos into clarity without losing the richness of the original data.
Affinity Diagram
Turning a wall of raw data into patterns that matter
A
Designers Academy
22 April 2026 · 4 min read
UXMethods
In brief
The Affinity Diagram is a collaborative synthesis technique used to transform large volumes of raw qualitative data, such as observations or quotes, into organized, meaningful clusters of insight, typically performed after research fieldwork.
