There are plenty of research companies searching for answers. But we’re not like them. We believe you should be searching for affinity.

Affinity is a measure of how we relate to the world around us. Over the course of our lives we develop an affinity with everything from people, places and professions to ideas, beliefs and brands.

Affinity is what drives our behaviour. Whether you love or loathe something, your feelings determine how you act toward it. Fall in love with a brand and you’ll use more of it. You’ll look for positive information to reinforce your feelings. And given half a chance, you’ll tell people all about it.

But how do you identify a brand lover? And how do you measure their affinity for your brand? Until recently businesses have lacked a reliable way to do this. That’s why we developed Affinity IQ™. It identifies brand lovers and measures their affinity or ‘Intimacy Quotient™’.

… more: how Affinity IQ works