The group name can be thought of as the interpreted need. Write the group names on a different coloured post-it note. A good cluster name is written as though the user is talking to the design team in direct, immediate language. Give each cluster a 'name', which relates to the statements. Typically, the team should aim to have no more than 5-6 statements in a cluster - this will help them to think of alternative clustering arrangements. It can be effective to ban words that the development team are familiar with, such as 'quality' or 'speed'. The category headings should emerge based upon what is contained within the statements. But, there should be no pre-determined category headings to which statements are assigned.
There are no rules as to how the statements should be clustered. Make sure that each statement is referenced, so that the original source can be referred to if necessary. It is beneficial at this stage to stick to one colour note. There will be a lot, but that is the intention. Write all customer statements on individual 'post-it' notesīased on interviews, observation and customer research, write each individual customer statement onto a post it note. It can be useful to split the team into pairs, so that people can discuss their insights and confirm their thinking. Generating an affinity diagram should be a team activity, preferably with input from some representative customers. Most importantly, it helps to build team affinity with the customer requirements. The affinity diagram is a relatively simple tool to enable these customer needs to be organised hierarchically, based on clustering and group discussion. Each of these statements can be interpreted to identify the underlying need. Typically, from each customer interview, the team may identify anything from 10 to 100 individual statements which are connected to the product.
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