The process of gathering scientifically based behavioral data is interesting. Filled with comments and contradictions. We at DNA Behavior have seen and heard them all. The most often heard is:
- that is such an accurate report about me
- I thought completing the process would be easier
- but the process was hard
- I didnt know which way to respond
- I had to just go for it
- look at how accurate the outcomes are
- I really like the DNA results, but the journey was hard
And so much more. We make no apologies for the 10-minute DNA Natural Behavior Discovery questionnaire using 138 different words in 46 inter locking Forced Choice Questions. The questions are deliberately tight so that a specific outcome is achieved. Definitely, a right data in, right data out approach has been taken.
We know the importance of being able to authentically defend our discovery process is why we are so well positioned in the market place. When Hugh Massie requested that the DNA Discovery Process be designed it was critical to him that the questions removed situational, cultural and educational biases and could not be easily gamed. Further, at all costs he wanted highly predictive measurable behavioral insights which would be universally applicable across the globe for all people and remain true for the long term regardless of the situation or circumstances the person is in. In other words, it would get to the core of who the person is. Hugh instinctively knew this holy grail of behavioral measurement could be achieved and is forever grateful for the knowledge and guidance of Carol Pocklington and Lee Ellis to show him the pathway.
Yes, we could simplify the questionnaire, but, why would we? That said, we listened to our customers, and one of the important business keys we discovered was that customer concerns are a rich source of marketing material. One of our friends – David Rendell talks about in Freak Marketing that looking to your greatest weaknesses will be sitting your greatest strength.
If customers were loving the outcome but not the process, what was this saying about our discovery process? We discovered (though we knew it) that our process may be antagonizing our customers by the tight choices it asks them to make when choosing Most Like and Least Like from 3 non-situational words or phrases across 46 questions. Some say, I am all of those in about 6 to 8 of the questions.
What the questions are doing is getting the participant to prioritize their greatest strengths/talents. It is not saying for the 3 choices they are not like them in any way. In varying degrees, we exhibit all the words in some situations. It is more about how regularly and strongly the behaviors are exhibited.
Overall, we found ourselves being able to offensively defend the questionnaire since it more reliably delivered better, deeper and more incisive insights into unique behaviors over long time periods. Again, when you must make serious decisions, do you want to participate in a fun and sometimes lengthy process which gives you a shallow and unreliable result? Or, would you rather participate in a quick but tight process which provides a deep set of very accurate insights that will be true for your life time?
Our purpose with the DNA Discovery process is to uncover the natural DNA behavior that sits below the surface; it is not seen because it is masked by the more dynamic (situational) learned behaviors that are shaped by the persons life experiences, education and values.
Therefore, a persons overall personality, at any stage of their life, may be seen to change, but their core natural behavior will remain very consistent. Further, revealing core natural behavior draws out their inherent talents, strengths and struggles (blind spots) and communication styles.
The DNA Behavior Natural Discovery Process was designed to holistically uncover, capture and measure all dimensions of a person’s natural DNA behavioral style as the core of their personality. That is their ingrained, go-to, hard-wired behavior that was set by the time they were 3 years old. This is how people inherently make decisions, take direction and work with others; how they interact and build relationships, achieve results, handle information, complete tasks, develop trust, set and achieve goals, take and live with risks and their learning styles. This also includes their communication style, financial decision-making style, behavioral (finance) biases and their response to market movement (as an example).
After significant academic research and discussions with our independent team of experts, we selected the Forced Choice Assessment Model over the more traditionally used Normative (Likert-type) Scaling Model for measuring Natural DNA behavior. This led to the design of the DNA Natural Behavior Discovery Process; a system capable of assessing 8 major personality factors as well as 24 related sub-factors. The fact we can reliably measure 32 behaviors from 138 words across 46 questions is remarkable given that other systems need 15 to 25 questions to measure 1 behavior with less accuracy.
So, what is the Forced Choice Assessment- The traditional Forced Choice Assessment format is a descriptor used in psychometrics to signify a specific type of measure in which respondents compare two or more desirable options and pick the one that is most preferred. This is contrasted with measures that use Normative/Likert-type scales, in which respondents choose the score (e.g. 1 to 5) which best represents the degree to which they agree with a statement. Source: https://en.wikipedia.org/wiki/Ipsative
A correctly structured Forced Choice format using singular words (versus sentences and statements) presents the individual with item options that are equal in desirability with situational, cultural and educational biases removed; this ensures response choices they make will be far less likely to be influenced by social desirability, circumstances, experiences education or environment. Therefore, the outcomes will reveal inherent behaviors, hardwired core traits and strengths and struggles of the person being assessed which are universally applicable.
We are aggressively authentic in defending our method, the outcomes and the process. Were not embarrassed about this. Our approach is intentional.
Tight questions, using the Forced Choice methodology, get great life results and outcomes which are very strong. This enables individuals to understand their unique inherent behavior and from that position make strong life and business decisions.
The Forced Choice format forces the participant to instinctively choose their answer, and respond more truthfully, as there is not one obviously desirable quality to pick from. Also, the Forced Choice format reduces the potential for the participant to agree or disagree. A Forced Choice format using triads of items (a block of 3) enables greater insight into the interactions between the items for enabling more specific measurement of the behavioral factors (traits).
Further – the results place behavioral knowledge firmly in the hands of the individual. From this position -
- They are better able to understand who they are in terms of strengths and struggles.
- They have substance upon which to base life, financial and business decisions.
- It tells people how to manage their communication style.
- It reveals talents both overt and hidden that can be applied to career choices.
One of the important outcomes of this discovery approach is to understand that strengths, (upon which most people focus) can, under certain circumstances, become struggles and are difficult to manage without self-awareness and knowledge.
Why not spend 10 to 12 minutes learning about your own unique natural DNA style. Take the Business DNA Natural Behavior Discovery process or the Financial DNA Natural Behavior Discovery Process. Use the link below to take you to the questionnaire.
This scientifically based and validated discovery will reveal significant aspects of your natural behavioral style that is the core of your personality. It will help you as make healthy life, business and financial decisions.
Contact us if you would like to discuss this. Our highly skilled consultants will provide you with feedback on the discovery, and help you to take the next step in building a behaviorally smart life. To learn more, please speak with one of our DNA Behavior Specialists (LiveChat), email email@example.com, or visit DNA Behavior