The concept of Business DNA was conceived in September 1999 and was first developed by DNA Behavior International for commercial use in April 2001. DNA Behavior International has invested more than 60 years in the design of these systems and its programs.
The Business DNA Discovery Process was developed by Hugh Massie and his DNA Behavior team with the assistance of a team of behavioral experts and psychologists from Georgia Tech.
Our proprietary Business DNA Discovery Process has been developed and independently validated since 2001 by a highly-qualified team with over 100 years of combined academic and practical behavioral discovery instrument development experience. To ensure a reliable prediction of behavior, the Forced Choice Scoring Model is the basis for Business DNA Natural Behavior Discovery which is the first step in discovering the complete personality.
Our view is that most of the traditional personality profiles use situational based questions, that is, the customer could respond to the questions differently depending on anyone (or a combination of) market or personal events, attitudes, feelings, perceptions or education. Our methodologies go deeper into a more instinctive, automatic, hard-wired “Level 1” decision-making behavior. Daniel Kahneman, the psychologist known for his extensive work in behavioral finance and decision making, details this "Level 1" automatic decision-making area in our brains as when we are under pressure, where our "hard-wired" instincts will drive decision-making. So unless a customer’s “Level 1” behavioral style is known, it is impossible to predict a person’s talents and workplace behavior. So the questionnaire has been designed to uncover this Level 1 behavior - free from personal or situational bias. Source: (Meir Statman, University of Santa Clara, California “The 93.6% Question of Financial Advisors,” Journal of Investing, Spring 2000).