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The Validation Process

How We Achieved Unmatched Accuracy and Reliability


Independent Validation

The 46 sets of words/phrases (138 rating items) used in the Natural DNA Behavior Discovery were determined by experienced subject matter experts on the DNA Behavior research team, which included the industrial/organizational (I/O) psychologists from the Georgia Institute of Technology (GA Tech) who performed the independent validation work. The research and development team collectively represented more than 100 years of relevant academic and practical experience in developing and deploying behavioral assessment instruments.


Model Development

The 138 words and phrases used in the Natural DNA Behavior Discovery were originally determined by subject matter experts (SMEs). These SMEs also created a preliminary model for predicting which items were assigned to which factors and sub-factors.

Confirmatory factor analyses (CFAs) were conducted on both the major factors and subfactors to provide data regarding the contribution of each item to its respective factors. Mplus statistical software was used to conduct the CFAs.

Exploratory Factor Analyses (EFAs) were conducted on the major factors and subfactors to provide data regarding which items were most related to one another. EFAs were conducted using Mplus statistical software and polyserial correlations.

The predicted model created by the SME's held up very well, with only a few adjustments required after the CFAs and EFAs were completed. The SMEs used the results of the CFAs and EFAs to inform decisions regarding which items needed to be changed and which items needed to be added to or taken away from each major factor and sub-factor. The SMEs used this information to refine their research, ultimately reaching the final model.

In conclusion, 134 out of 138 items, or 97.1% of items, significantly relate to the major factors and sub-factors, indicating a high degree of model reliability.


Validity of Personality Factors

Convergent validity for each major factor of the Natural DNA Behavior Discovery was determined by correlating scores for that factor with an established, widely used, third-party validated personality assessment (VPA) that measures similar constructs. Each major factor of the DNA Behavior Assessment displayed high (.70 or above) correlations with the corresponding factor or subfactor from the other assessment.


Reliability of Personality Factors

Cronbach's alpha coefficient was used to assess the internal consistency of each major factor of the Natural DNA Behavior Discovery. For new measures, alpha coefficients above .70 are favorable and alpha coefficients above .80 are considered excellent. The overall reliability of the factors is 91%. With the exception of the Pioneer factor, all alpha coefficients exceeded .80.


Ongoing Research and Development

The Natural DNA Behavior Discovery performance has been monitored since December 2009 on a regular basis, using new data that is received from participant usage. In December 2013, the original model was reviewed based on a randomly selected sample of 10,000 users. A statistical re-norming exercise showed no material differences that would necessitate changes to the factor scoring model.

The Natural DNA Behavior Discovery has been used in over 125 countries and translated into 11 languages. Leading universities have utilized it extensively for training and research purposes, and, as of December 31, 2022, overall usage now exceeds 2 million people. 

Learn More About the Validation Process