Reliability is often defined as the consistency by which a test measures what it offers to measure. Many consider consistency to mean that if they measure something with an instrument more than once they would expect a similar result each time. In our analysis of testing results we consistently find that individuals who take the Assessment more than once will get the same or similar top Advantages. We do not recommend taking of the Assessment multiple times, however, because we want the Assessment to be a product of immediate thought not a contrived result. Sometimes users will not “like” their personality brand and may try to rig the result on retake. That reaction cannot be avoided but can be observed.
Personality Brand is qualitative and we know of no other test that measures Personality Brand. Ours is not a psychological instrument but like psychological instruments the Fascination Advantage assessment will not have consistency like a thermometer or other purely quantitative measure. There are generally accepted standards for psychological instruments but they do not apply to our non-psychological instrument. Personality brand, like consumer reactions to brand messages in products can be observed, tested and categorized with the Fascination Advantage assessment.
On retest, people come out with primary and secondary Advantages that are the same the majority of the time. This is an empirical but not statistical evaluation. It is based on our experience in evaluating hundreds of thousands of results and our analysis of those results. We have done post Assessment surveys and post training surveys which resulted in findings of improved communication.
When a person changes Archetype after a retest, the result is usually a Twin Archetype (where the primary and secondary Advantages are reversed) or the primary or secondary Advantage is still a primary or secondary Advantage on retest.
We have found no particular unreliability for sex, ethnic groups, or age (above adolescence).
Certain groups may not be reliable if they are of too young an age (we recommend age 13 and above) or if the users are not proficient in English. If the Assessment is used with children, or individuals with poor English skills the results may still be used as teaching tools to communicate the value of a personality brand in improving communication.