Module 2 · Lesson 6 of 16
Affinity diagrams and theme development
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Learning objectives
- Cluster VOC statements into natural themes.
- Name themes only after seeing their contents.
- Preserve traceability back to the original statements.
The affinity discipline
Record one idea per note, silently group by similarity, name groups after seeing the contents and keep the original statements alongside the labels.
Garment-factory example
Buyer and wearer comments cluster into fit consistency, hand feel, shade continuity, delivery reliability, packaging and communication.
Method
- Prepare individual statements.
- Remove exact duplicates without losing meaning.
- Group silently, then label.
- Review outliers and only count after themes stabilize.
Common mistakes
- Creating categories before reading the data.
- Letting existing organizational hierarchy dominate grouping.
Knowledge check
Pick one answer per question. Explanations appear after you submit.
1. Affinity produces:
2. Themes should be named:
Author: NOSK.life · Last reviewed: 2026-07-21