1. The document discusses integrated media research planning and methods, including interpretation methods like affinity diagrams. 2. It explains the affinity diagram process, which involves gathering notes from interpretation, identifying related notes, and grouping them into "blue labels", then grouping blue labels into "pink labels" and pink labels into high-level "green labels". 3. The document provides steps for building an affinity diagram, including preparing notes, adding labels, and reorganizing the diagram to incorporate new findings.

1. Week 5
융합리서치
방법론 + 실습 (Theory & Practice)

2. Introduction understanding major issues about
1 Ice Braking integrated media research planning & practice
Overview(concept/purpose/methods)
2 Research Process
Define research question
3 Research Process Secondary(Desk) Research
Design research process
4 Qualitative(Design) method
Discovering phase
Interpretation phase
5 Qualitative(Design) method
- Affinity Diagram
Modeling phase
6 Qualitative(Design) method
- Persona, Metal model
Co-Creation, ideation phase
7 Qualitative(Design) method
- Scenario building, mind mapping
- Paper prototyping
8 Prototyping
- Video prototyping
survey (1)
9 Quantitative method - research elements
- sample design
survey (2)
10 Quantitative method
- questionnaire design
survey (3)
11 Quantitative method
- statistical analysis
12 Quantitative method FGI(Focus Group Interview)
- Experiment
13 Quantitative method
- Content Analysis
14 project report writing a project paper
presentation of presentation of term paper which is
15 term project Results performed in this semester

3. TODAY.
Interpretation
50min 50min
50min Practice
50min
• Interpretation •Final Keyword
Methods • Affinity Diagram
• KJ Map
Lecture Report
50min
100min

4. HaNd Held Media
1
KGIT 2011 Spring Semester | JYLEE
Mapping Technology
Identifying criteria,
Developing Strategic frameworks,
Specifying and Scoping out of details.
Turning complex data into insights
HHM.jylee6977.com/tc

5. | Process
Design Goal& Principle
해결을 위해 서비스 사용자들의 Unmet Needs와
Latent Needs는 무엇인가?
Define
| 배경 및 환경조사
Discovery
| 사용자 조사 및 관찰
Synthesis
| 모델링, 아이디어
!
Big Idea Implementation
| 프로토타이핑, 적용
Problem Define Solution Suggestion
무엇이 문제이고 그것을 어떻게 해결할 것인가? 환경적 문제와 사용자들의 Needs와의
Gap을 줄일 수 있는 방안은 무엇이 있는가?
융합리서치 방법론 & 실습 | WEEK 5 : Interpretation

6. | Mapping Methodologies
 Giving strategic direction
Identifying criteria, developing
Strategic frameworks, specifying and
Scoping out of details. Turning complex data
into insights
Requirements
Information about context, client, service provider, constraints and market place
Considerations
Mapping is always based on information. The strategy and direction is only
as good as the facts they are based on.
융합리서치 방법론 & 실습 | WEEK 5 : Interpretation

7. | Process
Design Goal& Principle
해결을 위해 서비스 사용자들의 Unmet Needs와
Latent Needs는 무엇인가?
Define
| 배경 및 환경조사
Discovery
| 사용자 조사 및 관찰
Synthesis
| 모델링, 아이디어
!
Big Idea Implementation
| 프로토타이핑, 적용
Problem Define Affinity Diagram Solution Suggestion
무엇이 문제이고 그것을 어떻게 해결할 것인가? 환경적 문제와 사용자들의 Needs와의
Gap을 줄일 수 있는 방안은 무엇이 있는가?
융합리서치 방법론 & 실습 | WEEK 5 : Interpretation

8. | Mapping Methodologies
 Giving strategic direction
Affinity Diagram
Persona
Customer Journey Map (CJM)
Expectation map
Context mapping
융합리서치 방법론 & 실습 | WEEK 5 : Interpretation

9. | Affinity Diagram
Affinity Chart, KJ Method, 친화도법(親化圖法)
* It was created in the 1960s by Japanese anthropologist Jiro Kawakita.
The affinity diagram is a creative process used for gathering and organizing
large amounts of data, ideas and insights by evidencing their natural correlations.
One of seven management and planning tool
융합리서치 방법론 & 실습 | WEEK 5 : Interpretation

10. | Affinity Diagram
Fastest and best method to see all the issues
Exposes and makes concrete common issues, distinctions, work patterns
a. Affinity diagram.
This diagram is a hierarchical representation of the issues
b. Affinity note. The interpretation session notes.
c. Blue labels. Coherent set of notes representing a
theme or work distinction
d. Pink labels. The next level of label,
collect together a set of Blue labels with a common theme.
- Languages in voice of the customer.
e. Green labels. The highest level of affinity label,
these summarize the Pink labels under them
- big piece of the user story
융합리서치 방법론 & 실습 | WEEK 5 : Interpretation

11. | Affinity Diagram
융합리서치 방법론 & 실습 | WEEK 5 : Interpretation

12. | Affinity Diagram
Presenter
Preparation
- Interviewer
- Brief overview of the user and work
Prepare a team room
- Shares the insights from the interpretation
Identify the interpretation team
- Walks the models
 Each model should presented,
 Only key points and significant findings
Participants
- Asking questions
- Raising any new issues, DI, Q captured
Note taker
- Updates the affinity notes
with any new observations, DI, Q and insights
융합리서치 방법론 & 실습 | WEEK 5 : Interpretation

13. | Affinity Notes (5-10 min each)
Preparation During Interpretation
a. Identify the role ( Interviewers, Note taker, Interpretation team)
b. Capture the user profile (Separate document from Affinity notes)
c. Capture affinity notes
d. Capture insights
융합리서치 방법론 & 실습 | WEEK 5 : Interpretation

14. | Affinity Notes (5-10 min each)
Preparation During Interpretation
c. Capture affinity notes
Do Records
- Interpretation of events, use of artifacts, problems, and opportunities
- Important characteristic of the work
- Breakdowns in the work
- Cultural influence
- Design ideas (Flag with DI)
- Questions for future interviews (Q)
- Insightful customer quotes
Do not records
- Demographics
- Other information represented on work model
융합리서치 방법론 & 실습 | WEEK 5 : Interpretation

15. | Affinity Notes (5-10 min each)
Preparation During Interpretation
d. Capture Insights
- After capturing the affinity notes(50~100) capture team insights.
- This is not design idea or solution
- This is describe patterns, situations, needs, key issues, not solution
- Capture insights on a separate flipchart, including any points that have already been
captured in the affinity notes. This flipchart becomes first results
융합리서치 방법론 & 실습 | WEEK 5 : Interpretation

16. | Affinity Diagram
Preparation Build the Affinity Final Affinity
1. Place all affinity notes
2. Add blue label Rolling in new data
3. Reorganize the wall (Add Pink and Green Label)
융합리서치 방법론 & 실습 | WEEK 5 : Interpretation

17. | Affinity Diagram
Preparation Build the Affinity (10min) Final Affinity
1. Place all affinity notes (Read the notes!)
-Start with the one person to build the first column Rolling in new data
(NO DI,Q)
- Everyone reads through the notes and find the
groups
- If related affinity notes are found, place under them
- If not, start new column
- Repeat until 10 columns with 2~4 notes each
융합리서치 방법론 & 실습 | WEEK 5 : Interpretation

18. | Affinity Diagram
Preparation Build the Affinity (5min) Final Affinity
2. Add Blue label
1.Walk through each column of notes looking for Rolling in new data
notes that hang together and regrouping them
into these smaller groups.
2. Discuss any issues or ideas for new groupings.
3. Separate out any notes that don’t fit
4. Start new columns, if necessary.
5. Write Blue labels for the resulting groupings.
!! Good Blue labels have design relevance
융합리서치 방법론 & 실습 | WEEK 5 : Interpretation

19. | Affinity Diagram
Preparation Build the Affinity (10min) Final Affinity
3. Reorganize the wall
1.Restructure the Blue labels to eliminate Rolling in new data
redundancies and write your final Blue labels.
2. Create coherent Pink groupings by grouping
like Blue labels together and write the Pink Label
(3~6 Blue label underneath)
3. Group the Pink labels to create your final
coherent Green labels and write the real Green
labels(4~8 Pink labels/5~6 Green Label)
!!Good Pink labels reveal key issues in the data
융합리서치 방법론 & 실습 | WEEK 5 : Interpretation

20. | Affinity Diagram
Preparation Build the Affinity Final Affinity
Rolling in new data
Place all affinity notes
1. Print the new notes.
Add blue label
Reorganize the wall 2. Quickly sort the notes by the existing Green
labels
(Add Pink and Green Label)
3. Clean up the Green labels. Within each Green
grouping
4. Start new columns for notes that don’t fit
5. Repeat until all notes are placed.
융합리서치 방법론 & 실습 | WEEK 5 : Interpretation

21. | Affinity Diagram
Step5 Draw Finished Diagram
(Pink/Green Label)
Step4 Create Blue Label
Step3 Sort affinity into group
Step2 Display Affinity
Step1 Generate ideas
융합리서치 방법론 & 실습 | WEEK 5 : Interpretation

22. HaNd Held Media
KGIT 2011 Spring Semester | JYLEE
For Next 50 min
>> Affinity Diagram
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23. HaNd Held Media
KGIT 2011 Spring Semester | JYLEE
Do your research!
>> Next Week :
PERSONA | Bring Magazines/Photos
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24. HaNd Held Media
KGIT 2011 Spring Semester | JYLEE
Q&A
HHM.jylee6977.com/tc