The Affinity Diagram organizes a large number of ideas into their natural relationships. An Affinity Diagram Matrix is used to generate, organize, and consolidate information related to a product, process, complex issue, or problem. As shown in the below Affinity Diagram Matrix diagram, the matrix is a quality management tool used for project management as it is the easiest and least complex modern quality tool to begin the problem-solving journey. An Affinity Diagram Matrix is often used to analyze feedback from the Voice of the customer findings as this tool allows them to be grouped and studied by topic. The Affinity Diagram process is essential for grouping data gathered during research or ideas generated during brainstorming sessions.