Affinity analysis finds connections between seemingly unrelated things based on a subject’s view. Researchers define a subject, observe habits, and record data to find patterns. Affinity analysis is used in marketing to increase sales and product placement. However, it can be dangerous as there may be a third causal factor not being looked at.
Affinity analysis is the process of finding connections between different things based on a subject’s view of the items. One of the most basic examples of this is shampoo and conditioner. These two items are not directly related to each other, but buyers often make connections between them as they are often used at the same time. Affinity analysis is used in the fields of marketing and sociology as a way to understand the motivations behind connected but seemingly unrelated events.
To use affinity analysis to find connections, the researcher must define a subject. While it is possible to conduct a single-person study, typically the subject is a group of people who share several important criteria. These criteria could be anything from shopping at a specific store, belonging to the same economic bracket, or living in the same city. On a more specific study, there could be dozens of criteria that each person in the group must meet.
The next part of affinity analysis is to observe and record habits. Once the group is established, the researcher can watch and record what the subjects do. After recording the data, certain patterns will begin to emerge. In some cases, the patterns will be obvious, as people who buy shampoo often buy conditioner at the same time.
Occasionally, a pattern forms that appears to have no direct connection. For example, there is a direct correlation with how long a college student is in a stable relationship and their grades – the longer the relationship, the higher the grades. These two things seem to be unconnected, but the data says otherwise.
These connections are the danger of affinity analysis. In the example above, there is actually no direct relationship. There is a third causal factor that is not being looked at; the length of time the subject was studied. The current situation is much more straightforward. Older students, who generally have had more time to have a long-term relationship, are more disciplined and are likely to study and attend classes.
Even with the difficulties in analyzing affinities, it is an important marketing tool. By finding connections between products, even when the connection doesn’t seem to make sense, you can increase sales. These affinities are the cause of a significant amount of product placement in major department stores. For example, in many stores, it is common to find a small cover that contains condoms and sleeping products next to the sheets.
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