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Understand product relationships in your category
Category structures can be complex but understanding them is essential for informed decisions on product placement, development, and positioning.
Purchase Affinity Map uncovers the hidden structure of your category by showing which products are most closely connected through real-world purchasing behavior. The result is an intuitive view of competitive relationships, shopper overlap, and category dynamics that help you understand where your brand fits today – and where opportunities exist for future growth.
Reveal the forces shaping your market
Built using continuously tracked purchase data, Purchase Affinity Map analyses how shoppers move between products, brands, segments, and categories. Products purchased by similar shoppers appear closer together, while those serving different needs appear further apart.
The analysis also uncovers the key dimensions shaping your market – whether that is premium versus value, health versus indulgence, family versus adult occasions, or other category-specific drivers. This helps businesses move beyond assumptions and understand what truly differentiates products in the minds of shoppers.
Turn shopper understanding into better decisions
Purchase Affinity Map provides a powerful foundation for brand positioning, portfolio management, innovation, category strategy, and retailer engagement.
Identify competitive zones within your category, understand where white space opportunities exist, evaluate product launches, optimize shelf placement, and support listing conversations with evidence rooted in real shopper behavior. The analysis can also be customized for specific target groups, revealing how different audiences perceive and navigate the same category.
See competitive relationships clearly
Understand which products, brands, and segments share shoppers and compete most closely within your category.
Identify growth opportunities confidently
Reveal under-served spaces, emerging competitive zones, and white spaces for innovation and expansion.
Base decisions on real shopping behavior
Ground your portfolio decisions in insights built from real purchasing behavior and shopper overlap.
FAQs
What is Purchase Affinity Map?
Purchase Affinity Map is a shopper analytics solution that visualizes how products, brands, or categories are connected through real purchasing behavior. It helps businesses understand category structure, competitive relationships, and growth opportunities.
How does Purchase Affinity Map work?
The solution analyzes purchase duplication between products – identifying which products share shoppers – and uses advanced modelling techniques to visualize those relationships in an intuitive map format.
What business questions can it answer?
Purchase Affinity Map can support brand positioning, portfolio strategy, product development, innovation planning, category management, assortment optimization, shelf placement, and retailer negotiations.
Can the analysis be customized for specific target groups?
Yes. Purchase Affinity Map can be created for the total market or for specific shopper groups, helping businesses understand how different audiences perceive and navigate a category.
What makes Purchase Affinity Map different from traditional market research?
Purchase Affinity Map is based on actual purchasing behavior measured daily over time. This provides a more realistic view of competitive relationships and category dynamics as they exist in the real world.