Card sorting data analysis - Qualitative & quantitative ways
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Card sorting is a method used to help design or evaluate the information architecture of a site. In a card sorting session, participants organize topics into categories that make sense to them and they may also help you label these groups. To conduct a card sort, you can use actual cards, pieces of paper, or one of several online card-sorting software tools. Card sorting helps us gain valuable insight about the structure of data. Know more
There are some ways which UX researchers or designers can use to analyse the card sorting data and bring clear insights which helps in decision making.
Card Sorting Data Analysis
Qualitative analysis
While conducting the card sorting activity in-person or remotely using moderated sessions, the notes & observation is considered as qualitative data. Qualitative analysis is helpful in understanding the schema of target participants and their thinking process. This gives high level idea about the trends & themes emerging from the sessions, which should be supported with quantitive data to bring clear insights. Hot picks in this kind of analysis is the new categories created by participants, top confusing cards, terminology issues, similar groups or card categories etc.
Quantitative analysis
1. Using spreadsheet (frequency & percentage)
2. Using online tool
OptimalSort’s Similarity Matrix
Dendograms: A dendrogram is a diagram that shows the hierarchical relationship between objects. It is most commonly created as an output from hierarchical clustering. Ref
AAM Dendrogram in OptimalSort
References:
Card Sorting - Interaction Design foundation
Dancing with the Cards: Quick-and-Dirty Analysis of Card-Sorting Data
The Pros and Cons of Card Sorting in UX Research
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