In the market research industry, it’s something we hear all the time from our clients – simply delivering a list of statistics won’t help them see the big picture or form a plan of action, nor will it be easy for them to remember. What will create an impact is a story, one that is thoughtfully crafted together from their data.

Personality tests have become popular in the corporate world when evaluating current and potential employees for team “fit.” While the jury is still (and probably always will be) out on their scientific validity, models such as the Myers-Briggs Type Indicator, the Enneagram, or OCEAN (the “Big 5”) do make it easier to understand behavior in a directional sense.