Independent data analysis firm Neutronian conducted a study to identify the value of customers based on affinity. Affinity-based segments were matched to industry standard purchase data to understand if there was a significant lift in purchase behavior based on consumers affinity for certain products and categories. Affinity scores ranged from 1-10. Low-Affinity was 1-3. High-Affinity was 8-10. The results confirm a significant lift in purchase behavior by high-affinity purchasers vs. low-affinity purchasers. High-affinity purchasers showed statistically significant increases in more money spent, more units bought, and an increase in purchase frequency.