Agreement Matrix: Categories x Cards

The agreement matrix groups cards under each category based on where participants most consistently placed them. 

• Also see the similarity matrix that shows how each card item compares with other card items. 

The agreement rate represents the percentage of participants who placed a card into a specific category during the card sort. Darker cell colors indicate higher agreement for the given card-category pairing. 

Rows in the matrix represent individual cards, while columns represent categories. Each cell shows the agreement rate for a card within a given category. You can hover over each cell to see more details. 

Understanding the Agreement Matrix

We'll use the above example to visually make sense of the card sort results. At a glance, you see the different categories on the header row. You see the individual card items on the left hand side. 

At a granular/cell level, you can observe 75% for Transportation x Components of Travel. This means 3 out of 4 (75%) of participants placed the card Transportation under Components of Travel. 1 out of 4 participant placed Transportation under Considerations to Plan.

• This suggests that most participants (3 out of 4) interpreted Transportation as a component of travel, rather than as a factor to consider when planning an itinerary.

Finding Clusters  

Although the sample size for this example is 4, you can notice a cluster at a glance depicted with the color gradients. You can observe that Transportation, Travel Companions, Travel Destination, and Accommodations are all equally categorized under Components of Travel. 

This also likely suggests that these individual cards convey similar semantic representation for the participants. This is reflected through the similarity matrix, which shows card to card agreement rate. 

Due to the small sample size, the cluster signal is weak but you can potentially observe additional clusters starting to form for other categories and cards as below.