The Associations screen can be found under the Insights screen. It displays a list of the strongest associations to the seed interest, and compares the strength of the association with the other seed interests. For example, if the seeds are ‘Orange’ and ‘Grapefruit’, the strongest associations may be ‘Aroma’, ‘Tangerine’, ‘Fruit’, and ‘Citrus’. ‘Citrus’ may be more strongly associated with ‘Orange’ than with ‘Grapefruit’, and this difference in association strength is shown.
Associations can be either suggested, based on popular and relevant terms, or pushed by the user in order to inspect specific terms. You can select, or deselect, multiple Suggested Associations at once.
To the right of the association bar chart are the Content Drivers, the content items that contributed to the association of the seed interests.
The Associations tool
The index score given to each associated phrase is relative to the seed interest. There are four score sets; consumption, skew, Strength and SOV.
Consumption: the consumption score represents how often a phrase is read together with the seed interest, compared to other displayed phrases. The displayed phrase with the highest co-occurrence with the seed is goven a score of 100.
The score is calculated based on the number of content engagements in which the interest and association are consumed together.
This view enables you to benchmark different associations based on their consumption with the seed’s context.
Skew: the skew score shows the extent to which the seed interest is over indexed within the association compared to within other associations. That means that every seed score is calculated compared to the reference score of the specific association.
Strength: The association strength reflects the tendency of the seed and the phrase being viewed together as opposed to separately. 100 means they are always viewed together, 0 means they are never viewed together.
The score is calculated based on the number of digital content engagements in which the interest and association are mentioned together, relative to the consumption of all the content in which either the interest or the association appear.
Use this tab to surface related themes with high relevancy with the seed interest.
SOV: The Share Of Voice score measures how often a seed interest is consumed together with the seed, and gives its relative share out of the total consumption of the tested seeds.
This score can provide a competitive understanding and is mainly useful within comparing cases.
Tip: Type in the seed as an tested association, and as it would be scored 100. Then the rest of the association index scores would equal to their share of consumption out of the seed’s consumption.
To understand the difference between the consumption and strength scores, consider the following example:
For example, if your seed is 'Lexus' and the association you are interested in is 'Luxury' then 'Luxury' would have a high index score because it appears with 'Lexus' more than most other associated interests. At the same time, 'Luxury' would have a low strength score, because it appears independently of 'Lexus' most of the time (you will find it associated with hotels, resorts, cars, fashion, travel, etc.).
On the other hand, 'LS Hybrid' would have a high strength score because, as a Lexus model, it will almost always be associated with 'Lexus'.
To see the association trend over time
In the Associations tool roll your mouse
over the required associated phrase. An Association Trend icon 
appears.
Click on the phrase. This opens an association trend graph of the selected phrase with your seed phrases. The graph displays the measurement selected in the Associations tool; Strength or index.
Association Trend graph
Association tool actions
To open the Associations tool, in the Insights screen, click Associations above the graph display.
To
show association results in different scales, click the chosen
one 
above the graph.
To compare the consumption of the associated phrases by gender, click By Gender above the graph.
To test the association scores of a specific phrase, type that phrase in the Test and Association field and click the + sign to its right.
Filter the Associations display by channel to see results specifically for Social channel. This way, you can discover which phrases, #hashtags or @handles are mentioned with any seed interest and vice-versa.
To show
content in which the associated phrase appears together with the seed
interest, click the List icon 
to
its right.
To show association
trend of a phrase with your seed interest over time, click the Graph
icon 
to
the right of each associated phrase.
To remove an associated phrase from the list, click the X to its left.
See Also: