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Card Sort Analysis Best Practices

Carol Righi, Janice James, Michael Beasley, Donald L. Day, Jean E. Fox, Jennifer Gieber, Chris Howe, and Laconya Ruby

Journal of Usability Studies, Volume 8, Issue 3, May 2013, pp. 69 - 89

Article Contents


Finalize Categories and Category Labels

Up to this point, you’ve made a first pass at creating a set of categories for your IA. You’ve looked at how participants have grouped items using tools such as the item-by-item matrix and the dendrogram. You’ve made an initial pass at assigning labels to these categories using the item-by-category matrix and by standardizing the category labels to account for minor discrepancies. You’re about 85% of the way there! Now it’s time to take another pass at the data to choose the final category labels.

Finalizing a set of labels can be a challenge that requires you to truly understand what types of categories the participants created, and why they put a particular set of items into each category. Not only will this help you finalize the standard list of categories, it will also help you understand the strategies the participants used, which can be useful later when categorizing items that were not included in the card sort.

There are a couple of approaches to the task of selecting final labels. Approach 1 involves carefully reviewing each item in each of the categories generated by participants. This is the more thorough approach and is only really feasible when there are a limited number of categories, such as fewer than 10. Typically, the larger the number of participants and items, the more categories will be created, making this approach potentially unwieldy.

Approach 2 is to review the category labels participants provided for each item, without a detailed review of each category as a whole. This latter approach is more feasible when there are many category labels. Both of these approaches are described in the following sections.

Approach 1: Review the Items in Categories

Start with the standardized categories generated earlier, but be open to modifying them. As you review the labels, look for the following:

In the “Label the Top-Level Categories” section, you drafted a list of labels for each of the category labels participants provided. Review that list, and consider what you have learned by reviewing the items in each category as described above. Perhaps by looking at the data in more detail, you have uncovered different strategies people have taken. Alternatively, by exploring the categories in more detail, you may be better able to identify the final label for the information covered by that category.

Approach 2: Review Category Labels for Each Item

In this approach, start with the item-by-participant matrix (Figure 5). This matrix contains items in rows and participants in columns, with each cell showing the category label that participants provided for that item, usually sorted in the order of the tree diagram.

Figure 5

Figure 5. Portion of an item-by-participant matrix

You can review the matrix directly, but it may be helpful to create a document that displays one item per page, with all the category labels beneath it. This helps focus your attention on just one item at a time and allows you to see all the labels at once. You could easily do this by cutting and pasting the items and category names into an Excel spreadsheet.

Next, determine if the label you previously identified captures the essence of the strategy most commonly used for grouping that item. You may have to modify a standardized label slightly so that it better applies across related items.

Optional activities

At this point, you may wish to conduct a synonym analysis, in which you examine each label suggested by participants in light of the content of the categories. You can vet those labels that don’t seem to be a good fit by looking up their key terms in a thesaurus. If the term has more than a handful of synonyms, this suggests that differences among candidate terms may be subtle. In this case, you have some flexibility in choosing the exact term to substitute for one suggested by participants. However, if there are only a couple of synonyms, it’s hard to justify replacing one participant’s term with another. Having few synonyms indicates the term has rather specific meaning. Therefore, replacing it would likely forfeit its inherent character: You are essentially substituting your judgment for that of the participant. So, if there are only a couple of synonyms available for a key term, it’s probably best to accept the participant’s term if it seems to represent the content of a group.

You may also opt to use search engine and site search data to help you finalize your labels. You may use tools like Google Trends, for example, to compare words to see which one gets searched for more often. If you have access to actual site search data of the existing site (if one exists), or of other similar sites, you can also look up the words you are curious about and find out how many people searched for them, thereby comparing their popularity.

There are also other business considerations you should address prior to finalizing the category labels. These include the following:

 

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