Behavioral Science

The Behavioral Science Behind Business DNA

When our team initially designed the Business DNA platform, they sought out to solve one problem, and weren’t thinking as big as “behavioral science”.

Hugh Massie, our founder, set out in 2001 to understand why his employees and clients acted differently and made unexpected decisions when they were under pressure, or as he calls a “behavioral flip”. He wanted a way to reliably predict these behaviors so that he could help leaders address the misaligned talent and communication issues that derailed performance and realized that this was possible with behavioral science. This desire ultimately drove Hugh to develop the Natural Behavior discovery, which is the foundation of the Business DNA product line.

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Once Hugh was able to predict the behavioral flip of his employees and clients, the overall objective became bigger. To build a system that would holistically uncover all dimensions of employee and client personality, nearly 20-years later, this is referred to as behavioral science. It was important that the system first uncovers natural instinctive behavior which would reliably predict their work-place talents, long-term pattern of decision-making and would be their “go-to” style under pressure. Further, the assessment of behavior needed to be broad and deep enough to uncover a wide range of personality factors which would identify how individuals operate in the work-place, lead others, make decisions (including their inherent biases), collaborate, give advice, interact and build relationships, achieve results, handle information, manage budgets, develop trust, set and achieve goals, take and live with risks and learning styles.

In finalizing our approach in April 2001, the DNA team conducted extensive research on which psychometric assessment model would be the most dependable in terms of predicting deep-rooted personal behavioral traits. Our research concluded that the use of a Forced-Choice (“Ipsative”) Assessment Format would produce the best results for discovering long-term, non-situational Natural Behaviors and a separately used Likert Scale Format would produce the best results for discovering more situational, short term Learned Behaviors. All other “HR Tech” solutions available in the market (back in 2001 and even today) use a Traditional Likert-type Scoring Model (Self-scoring in ranges of 1 to 5 or 1 to 7 as to how a particular situation would apply or use a True/False approach).

If you would like to learn more about the meaningful contributions of the behavioral science behind Business DNA, please contact us.

Behavioral Science in the Media:

First appeared on Nasdaq.

Behavioral sciences teams can influence business strategy, decision-making, and service offerings through deep insight into human behavior. These abilities in a team help mitigate failure and decrease industry waste.

200 +

behavioral insights.

123 Countries

Discoveries Completed
in over 123 Countries.

4 - Trillion

Possibilities of
unique outcomes.

65 man years

Invested to build
the core DNA algorithms.