Affinity mapping is one of the most common methods for synthesising user research, and for good reason. When it’s done right, it’s an effective – and, whisper it, actually quite fun – way of transforming the raw material of user interviews into deep, actionable insights.   

The Covid-19 pandemic has changed the way we live our lives and work. And as user researchers, where meeting and observing users is integral to the role, we've had to adapt.    Even though we're working remotely with users, our purpose remains the same — to champion users’ needs and see how technology can best help them to achieve their goals.