ThomasKnowsPeople has re-launched. The new site offers a variety of information including Thomas’ personality assessment solutions for members and subscribers of web dating and career sites. Three new products available on the site include Career Snapshot reporting, Basic Compatibility reporting, and Customized Assessments.
Patrick Marshall, Director of Thomas Technologies:
The new design of ThomasKnowsPeople does a good job of highlighting our goal of increasing member conversion, generating additional revenue and building subscriber loyalty for our partners. Sites that require unique personality tools can work with us to develop tests and reporting that reflect the unique voice of their membership. We’re excited about this part of the business. Our new tools feature audio and photo-based questions. There’s definitely demand for assessments which provide meaningful reporting while entertaining members.
I met Patrick at iDate a few years ago. He took me through the Thomas suite of assessment tools and demonstrated how easy it was to integrate them with existing sites. The ability to integrated parts of the test results with other services was useful and as usual, learning a bit more about yourself never hurts.
It would seem that Thomas services could be used for dating and/or social networking sites as an automated part of the signup process. Almost like the mood indicator feature that is becoming prevalent. Tickle has proven there is a huge demand for tests like these as well.
Press release.
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They use the Personal Profile Analysis (PPA) a DISC-based system. In the 1920′s, Harvard-trained psychologist and lawyer William Moulton Marston (PhD) developed a theory to better understand human emotional responses. To test his theories, Marston proposed four factors he viewed as the cornerstones of personality: Dominance, Influence, Steadiness and Compliance. It is from these four factors that DISC theory takes its name.
The PPA is a forced-choice ipsative instrument, meaning that it describes the individual in a self-referential way ( i.e.: against themselves).
Normative instruments by comparison are inter-individual, meaning they describe the individuals against a norm group.
The forced-choice format was developed to minimize the bias introduced by the effects of social desirability and response style. Requiring respondents to answer with only MOST or LEAST, effectively eliminates response variance.
The compatibility report is only a written one (as many online dating sites are offering or plan to offer). Imagine to read hundreds and hundreds or written reports, it could be impossible to determine which ones suit better!!!
Why DISC will not work enough for online dating sites with big databases?
Using DISC, 4 variables 10 degrees, the Ensemble (the whole set of different possibilities) is 10*10*10*10 == 1 * 10^4 == 10,000 of different possibilities (personality types). Other DISC reports use 4 variables 7 degrees and the Ensemble is 7*7*7*7 == 2,401 different possibilities.
You could also see more info at
http://www.discprofile.com/whatisdisc.htm
Note that other online dating sites use a Big-7 model / dimensions of personality: Neuroticism, Extraversion, Openness, Agreeableness, Conscientiousness, Self-Esteem and Self-Doubt; 10 degrees per variable, the Ensemble is 10*10*10*10*10*10*10 == 1 * 10^7 == 10,000,000 different possibilities (personality types).
ONE THOUSAND BIGGER!!!
As the next generation of prospective subscribers will demand technical information, sooner, any online dating site offering a compatibility / personality matching method (like Chemistry, eHarmony, True, Perfectmatch, Matchwise, YahooPersonals Premier, Cybersuitors, Ulteem) will have to specify:
1) the ENSEMBLE (the whole set of different valid possibilities)
2) how exactly the compatibility matching method works (without revealing proprietary information). Is the main matching equation only a simple/multiple linear regression equation?
3) Which is the average number of “compatible real persons” for one person over the entire database? E.G.: 3 persons in a 100,000 persons database or 12 in 1,000,000. (or the 3 most compatible in 100,000 or the 12 most compatible in 1,000,000).
4) The whole precision E.G.: “Client#01, please contact Client#04, the probability of being compatible is as high as 92.55033557%, whole precision is 0.00000001%”
T
5) if there are Scientific Papers (not books written by an expert) that substantiate the long_term mating success (Which is the weight assigned to personality traits over the whole profile?)
Kindest Regards,
Fernando Ardenghi.
Buenos Aires.
Argentina.
ardenghifer@gmail.com