APPENDIX B
INSIDE THE RESEARCH: HOW WE DEVELOP OUR FASCINATING FINDINGS
I wouldn’t call myself a numbers geek. But I do kind of geek out when looking at the numbers behind how different personalities fascinate. One of my favorite parts of my job is the moment when I first open the spreadsheet of numbers revealing the clusters of Archetypes within a group.
If you read my last book, Fascinate, you know that originally I studied what makes brands and products fascinating. As I explored the patterns in how customers behave when they’re fascinated, I realized that it’s far more interesting to study those customers themselves. People, rather than products. (You, for example.)
By 2010 my team and I had developed the first algorithm in the world to measure ...
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