Behavioral mapping
A data analysis technique where the researcher(s) jot down the data gathered in bits, on sticky notes and categorize them, generating insights from each category. Affinity diagramming is an inductive bottom up approach.
“Affinity diagrams and consolidated work models show how individual examples of work practice are instances of overarching patterns that define the whole population, and they provide concrete representations of those patterns. ”
Nature & context
Data Analysis
Resources
Notes, camera, recorder (for place centered behavioral maps), Notes, camera, recorder, participant consent (for individual centered behavioral maps).
Procedure
Before: For individual centered mapping, understand the research context and choose the participant who is to be observed. If required, prepare a consent form for the individual who is going to be observed. For place centered mapping, choose the location relevant to the design context. Prepare conveyance to get to the location and pick a spot that allows to observe the location over time.
During: Record extensive notes giving attention to details, in relevance to the type of behavioral mapping. Take ample photographs relevant to the context. If individual centered mapping, focus and observe the individual, following a shadowing technique. If place centered mapping, observe the location chosen over time and record the practices observed.
After: Quickly conduct an analysis, right after, of the notes, and pictures as well as other records generated like videos/maps and record/annotate your insights.
Use Case
Individual centered mapping: For researching on consumer’s attitudes towards misfits, we used photo ethnography and interviews. However, I believe if I had used behavioral mapping, to follow a consumer across farmer’s market, I would have captured better, the consumer’s approach towards buying misfits. Place centered mapping: As apart of the waste management project, during our session at the low-income housing area, we assumed that a person tends to follow what the rest of the community follows, in terms of waste disposal. If I were to validate the same, I would use this method to understand the distribution of trash cans within that locality as well as the people’s interactions with trash and trash cans.
Sense Making Data
The data to be focused on is the observation notes (either location or individual). Since data completely depends on the researcher's area of focus, care needs to be taken to avoid bias.