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 Socialization Convenience

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