Origin and naming
Named and pinned down in 1950 by the sociologist William S. Robinson, in a paper that showed correlations computed across groups can be far stronger than the same correlations across individuals — so reading them as the behaviour of individuals is a formal mistake. The name is a historian's artefact: Robinson was studying 'ecological' (region-level) data, not ecology.
More places it shows up
- 01
Employees in four-star-rated companies report more time for deep work, so Sani at a four-star company must be a deep worker.
- 02
Neighbourhoods with more green space show lower stress levels, so Mrs. Itani, who lives across from the park, is not stressed.
- 03
High-browsing cities produce more reading per person, so this visitor at the book fair is a reader.
- 04
Users in industries with the lowest churn pay the highest rates, so this client joining from that industry will accept any price.
How to spot it
- Notice when the only number on the table is a group figure and the conclusion lands on one named person.
- Notice averages doing the work that a membership list would do — average salary, average turnout, average score.
- Notice when 'the city', 'the region', 'our users' is spoken of as if it were one person.