Two By Two

A two-by-two is a framework that helps to synthesize the information collected during qualitative research. It is a simple two-by-two diagram divided into four equal quadrants. In the diagram, each axis represents a spectrum of a certain attribute. The two-by-two allows you to group users in sharing the same opinion and behavior to form representative archetypes.

Keep in mind that you might have to try different combinations until you find one that is meaningful and informative. To get started, think about project-related behavior and opinions that might be useful as attributes, but don't limit yourself to your first idea.

Tip: Pay attention to spaces that contain lots of data or are empty. Those extremes are usually very insightful and can hint at potential design opportunities.