An assay method comprising the step of binding a second substance to a first substance immobilized to a solid phase surface, the first substance being either a ligand or a species bound directly or indirectly thereto. The method is characterized in that the solid phase surface having the first substance immobilized thereto exhibits and electric charge, and that the reaction for binding the second substance to the first substance is performed at an ionic strength below 100 mM, and at such pH conditions that the electric charge of the second substance is opposite to that of the solid phase surface so that the second substance is electrostatically attracted by the solid phase surface to be concentrated thereto.