what is an affinity diagram

Affinity Diagram

The four key components of Strategy Analysis are principles, practices, techniques, and skills. They play an essential role in identifying and validating the organization’s strategic needs, defining suitable solution approach(es) and solution(s), and planning, monitoring, and engaging stakeholders to achieve the organization’s strategic objectives. Techniques describe a step-by-step approach to conducting Strategic Analysis activities.

Want to consolidate a large number of ideas related to a product, process, or complex issue gathered from a brainstorming session? Here is a Strategy Analysis technique to achieve that. This blog will look at a technique called Affinity Diagram with examples.

The Affinity Diagram is a business tool that has been used since the early 1970s. Japanese quality control expert Jiro Kawakita first developed it as a way to organize and analyze large amounts of data. The tool is used to group related ideas, facts, or data into categories. It is a visual tool that helps to identify patterns and relationships between different elements. The affinity diagram is used in a variety of business contexts, including product development, marketing, and customer service. It is also used to identify customer needs and preferences, as well as to develop strategies for problem-solving. The tool is often used in brainstorming sessions to help generate ideas and to identify potential solutions. An affinity diagram is a useful tool for businesses because it helps to organize and analyze data quickly and efficiently. It can also help to identify relationships between different elements, which can be used to develop strategies and solutions. The tool is also useful for identifying customer needs and preferences, which can help businesses to serve their customers better.


Description automatically generated

Figure 1: Sample Affinity Diagram Showing Total Quality Management


The purpose of an affinity diagram is to organize, generate, and consolidate information concerning a product, process, complex issue, or problem into groups or themes based on their relationships.


The affinity diagram helps a group develop its own thinking system about a complex issue or problem.

Affinity diagrams cluster categories and subcategories of ideas that have an affinity to each other. Affinity diagrams are useful for generating common themes when faced with a number of unorganized findings. The diagram is flexible in its application and is easy to use.

Usage Considerations

  1. Have a facilitator lead the session
  1. Understand the aim of the session and state the issue or problem to be addressed clearly in the form of a question
  2. Brainstorm for ideas and write pieces of data on separate post-it notes
  3. Move pieces of data around to cluster similar pieces of information together and give the group a name
  4. By the time the affinity diagram is ready, the data will be in a much more organized state to synthesize it further, define a problem statement and/or move on to the next phase of the design process
Affinity Diagram Software - Free Templates and Tools | SmartDraw

Figure 2: Affinity Diagram Showing Product Sales.

Advantages of Affinity Diagram 

  1. Helps to identify and organize relationships between ideas: An affinity diagram is a useful tool for organizing and visualizing relationships between ideas. It can help to identify patterns and connections between different ideas, which can be used to develop new solutions or strategies.
  2. Encourages collaboration: The affinity diagram encourages collaboration between team members, as it allows everyone to contribute their ideas and opinions. This helps to create a more cohesive team and encourages creative problem-solving.
  3. Improves communication: The affinity diagram helps to improve communication between team members, as it allows everyone to clearly see the relationships between different ideas. This can help to reduce misunderstandings and ensure that everyone is on the same page.
  4. Facilitates decision making: The affinity diagram can be used to facilitate decision-making, as it allows team members to quickly identify the most important ideas and prioritize them accordingly. This can help to ensure that the team is focused on the most important tasks and that decisions are made quickly and efficiently.
  5. Enhances creativity: The affinity diagram can help to enhance creativity, as it encourages team members to think outside the box and come up with new and innovative solutions. This can help ensure that the team can come up with creative solutions to complex problems.

Weaknesses of the affinity diagram 

  1. It can be time-consuming: Creating an affinity diagram requires a lot of time and effort to organize the data into meaningful categories.
  2. It can be difficult to interpret: Affinity diagrams can be difficult to interpret, as the categories and relationships between them may not be immediately obvious.
  3. It can be difficult to identify patterns: Affinity diagrams can be difficult to use to identify patterns in the data, as the categories may not be clearly defined.
  4. It can be difficult to identify relationships: Affinity diagrams can be difficult to use to identify relationships between different elements of the data, as the categories may not be clearly defined.

Relationship of affinity diagram with other strategy analysis techniques 

Affinity diagrams are often used in conjunction with other strategy analysis techniques, such as SWOT analysis, PESTLE analysis, and Porter’s Five Forces. These techniques can be used to identify the key issues and opportunities that need to be addressed in order to develop a successful strategy. The affinity diagram can then be used to organize the data and ideas generated from these other techniques into meaningful categories. This helps to identify patterns and relationships between the different elements, which can then be used to develop a comprehensive strategy.

An affinity diagram is a powerful tool for strategy analysis, and its use will likely continue to grow. As organizations become more complex and the need for strategic analysis increases, the affinity diagram can provide a valuable way to organize and analyze data. It can help to identify patterns and relationships between different elements of a strategy and can be used to identify potential areas of improvement. As technology advances, the affinity diagram may become even more useful, as it can be used to analyze large amounts of data quickly and accurately. In the future, the affinity diagram may become an even more important tool for strategy analysis.

About Adaptive USThis blog is written by Adaptive US. It is among the world’s Most Trusted IIBA Business Analyst Training and Certifications organization. We have helped 1500+ students complete IIBA certifications. We are one the leading IIBA certifications training providers in the last 3 years in a row, 2020, 2021, and 2022. Adaptive US provides success guaranteed CBAP, CCBA, ECBA, BA Bootcamp, AAC, CBDA, CCA, CPOA online, virtual and on-premise training, question banks, study guides, simulators, flashcards, audio-books, digital learning packs and many more across the globe. For more Information, kindly visit our website: https://www.adaptiveus.com

Leave a Reply

Your email address will not be published. Required fields are marked *