Professional Deep Dives19 min read
Affinity Mapping for User Research That Leads to Better Decisions
The research itself usually is not what breaks. Independent consultants and small teams can run solid interviews, usability studies, and feedback review, then stall when it is time to explain what the evidence means. That stall can be costly in a client setting. Once notes pile up, ambiguity creeps in, confidence drops, and the loudest interpretation can start to win.
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