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Affinity Analysis using Grounded Theory Method
Grounded Theory(Barney Glaser and Anselm Strauss 1967)
Systematic methodology in the social sciences involving the discovery of
theory through the analysis of data.
Operates in a reverse as compared to traditional empirical research.
Rather than beginning with the hypothesis is the first step is data collection.
The user quotes are then used to generate themes.
These themes help formulate a theory(reverse-engineered hypothesis).
This method is generally used in unfamiliar problem statements. One in which
the researcher does not have any prior information on the subject therefore
rely on the most grounded form of knowledge - user quotes and
observations.
The participant is asked to describe and reflect upon his or her experiences in
ways that seldom occur in everyday life.
A few broad introductory questions or probes can be sufficient for an
interview followed by relevant probing and follow-up questions.
The participant should be active whereas the interviewer should listen
actively and encourage the participant to talk and to clarify details (Charmaz,
2006), for example; ‘‘That is interesting, tell me more about it.’’
Collecting Data
Ref: Lillemor r-m. Hallberg.The ‘‘core category’’ of grounded theory: Making constant comparisons
Eg. Studying 2-wheeler driving practices in India
When to Use:
You can use affinity diagramming to:
• Organize qualitative data from users and others stakeholders to
understand themes, issues, and concerns.
• Extract requirements from user research.
• Keep important user issues available to product teams.
• Organize brainstorming ideas.
• Support design and data workshops.
• Support the analysis and interpretation of data from multiple studies.
This is a type of meta-analysis where you examine patterns from
multiple studies to see if there are themes that might, for example,
emerge across multiple products from a company.
Ref: http://dux.typepad.com/files/Method%2022%20of%20100.pdf
Hierarchical Process
User Quotes/Thoughts
SUMMERISE
Transcription of audio/Video of
contextual inquiry
Paraphrase the user quotes.
(DO NOT DRAW INFERENCES)
CLUSTER Similar
Summaries
Remove user quotes and cluster 6-7
summaries under one umbrella. 1st Level THEME
Further CLUSTER
Similar Summaries
2nd Level THEME
Generic Theme 3nd Level THEME
Further Cluster the summaries.
Give a theme to the cluster
Q1
Q2
Q3
Q6
Q7
Q8
2nd Level Theme
3rd Level Theme
1st Level
Theme
2nd Level Theme
1st Level
Theme
1st Level
Theme
Q4
Q5
Bottom-up Process
Quote: My father tried a lot but because of shaky hand problem he could not use it.
(on using the computer mouse.)
My father tried a lot
but because of shaky hand
problem he could not use it.
Breaking User Statements which can generate multiple themes:
Judicious efforts to learn new
technologies.
Inability to effectively
learn due to motor
disability.
NOTE**(Don’t try to correct the user’s English: that’s not your job)
Quote: “Dolgovinda temple is there but till some time back we used to
visit it every weekend. But this year what happened is that my son has a
lot of extra-curricular activities, so we are not able to take them often. “
(on recreational activities of elderly)
Summarizing user statements
PREFERENCE GIVEN TO
CHILDREN’S ACTIVITIES
OVER ELDERLY Dolgovinda
temple is there but till some time
back we used to visit it every
weekend. But this year what
happened is that my son has a lot of
extra-curricular activities, so we are
not able to take them often.
VISITING RELIGIOUS
PLACES AS PART OF
LIESURE ACTIVITY
Dolgovinda temple is there but till
some time back we used to visit it
every weekend. But this year what
happened is that my son has a lot
of extra-curricular activities, so we
are not able to take them often.
DEPENDENCY ON
CHILDREN TO DRIVE THEM
AROUND Dolgovinda temple is
there but till some time back we
used to visit it every weekend. But
this year what happened is that my
son has a lot of extra-curricular
activities, so we are not able to take
them often.
Slow Response
time
Switching Devices Restricted use
due to
Disabilities
Technology Use (Elderly in India)
Coping with
Complex
Devices
1
2
3
Necessity SocializationConvenience
Regular use
of devices
Simplifying Usage
Example
Labeling &
Instructions of use
Familiarity/Prior
Experience with
similar device
Familiarity
2
2
1
1 1
1 1 1
1 1 1 1 1
Affinity Analysis: This is what it looks like
Arushi Singh | Department of Design | IITG

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Affinity Analysis of field data(Using Grounded Theory)

  • 1. Affinity Analysis using Grounded Theory Method
  • 2. Grounded Theory(Barney Glaser and Anselm Strauss 1967) Systematic methodology in the social sciences involving the discovery of theory through the analysis of data. Operates in a reverse as compared to traditional empirical research. Rather than beginning with the hypothesis is the first step is data collection. The user quotes are then used to generate themes. These themes help formulate a theory(reverse-engineered hypothesis).
  • 3. This method is generally used in unfamiliar problem statements. One in which the researcher does not have any prior information on the subject therefore rely on the most grounded form of knowledge - user quotes and observations. The participant is asked to describe and reflect upon his or her experiences in ways that seldom occur in everyday life. A few broad introductory questions or probes can be sufficient for an interview followed by relevant probing and follow-up questions. The participant should be active whereas the interviewer should listen actively and encourage the participant to talk and to clarify details (Charmaz, 2006), for example; ‘‘That is interesting, tell me more about it.’’ Collecting Data Ref: Lillemor r-m. Hallberg.The ‘‘core category’’ of grounded theory: Making constant comparisons Eg. Studying 2-wheeler driving practices in India
  • 4. When to Use: You can use affinity diagramming to: • Organize qualitative data from users and others stakeholders to understand themes, issues, and concerns. • Extract requirements from user research. • Keep important user issues available to product teams. • Organize brainstorming ideas. • Support design and data workshops. • Support the analysis and interpretation of data from multiple studies. This is a type of meta-analysis where you examine patterns from multiple studies to see if there are themes that might, for example, emerge across multiple products from a company. Ref: http://dux.typepad.com/files/Method%2022%20of%20100.pdf
  • 5. Hierarchical Process User Quotes/Thoughts SUMMERISE Transcription of audio/Video of contextual inquiry Paraphrase the user quotes. (DO NOT DRAW INFERENCES) CLUSTER Similar Summaries Remove user quotes and cluster 6-7 summaries under one umbrella. 1st Level THEME Further CLUSTER Similar Summaries 2nd Level THEME Generic Theme 3nd Level THEME Further Cluster the summaries. Give a theme to the cluster
  • 6. Q1 Q2 Q3 Q6 Q7 Q8 2nd Level Theme 3rd Level Theme 1st Level Theme 2nd Level Theme 1st Level Theme 1st Level Theme Q4 Q5 Bottom-up Process
  • 7. Quote: My father tried a lot but because of shaky hand problem he could not use it. (on using the computer mouse.) My father tried a lot but because of shaky hand problem he could not use it. Breaking User Statements which can generate multiple themes: Judicious efforts to learn new technologies. Inability to effectively learn due to motor disability. NOTE**(Don’t try to correct the user’s English: that’s not your job)
  • 8. Quote: “Dolgovinda temple is there but till some time back we used to visit it every weekend. But this year what happened is that my son has a lot of extra-curricular activities, so we are not able to take them often. “ (on recreational activities of elderly) Summarizing user statements PREFERENCE GIVEN TO CHILDREN’S ACTIVITIES OVER ELDERLY Dolgovinda temple is there but till some time back we used to visit it every weekend. But this year what happened is that my son has a lot of extra-curricular activities, so we are not able to take them often. VISITING RELIGIOUS PLACES AS PART OF LIESURE ACTIVITY Dolgovinda temple is there but till some time back we used to visit it every weekend. But this year what happened is that my son has a lot of extra-curricular activities, so we are not able to take them often. DEPENDENCY ON CHILDREN TO DRIVE THEM AROUND Dolgovinda temple is there but till some time back we used to visit it every weekend. But this year what happened is that my son has a lot of extra-curricular activities, so we are not able to take them often.
  • 9. Slow Response time Switching Devices Restricted use due to Disabilities Technology Use (Elderly in India) Coping with Complex Devices 1 2 3 Necessity SocializationConvenience Regular use of devices Simplifying Usage Example Labeling & Instructions of use Familiarity/Prior Experience with similar device Familiarity 2 2 1 1 1 1 1 1 1 1 1 1 1
  • 10. Affinity Analysis: This is what it looks like
  • 11. Arushi Singh | Department of Design | IITG