THE SEARCH FOR WHY

This groundbreaking new behavioral model explains what drives us, and why. Raleigh is the founder of PathSight Predictive Science. In The Search for Why, he offers the missing link that all the big data in the world can't deliver.

Personality tests are a tool to make sense of ourselves and the world. Bob Raleigh promises the most accurate prediction ever of how any given person will act, think, or feel -- a gold mine for both personal and professional relationships.

From tireless marketers to pandering politicians, the forces of modernity have lulled us into lazy categorizations of people. We are all now accustomed to being reduced to a demographicman, woman, black, white, old, young. But while these factors may inform our lived experience, what if there is something more fundamentally important that determines our behavior?

Raleigh argues that biological instincts are the most foundational determinants of our behavior. He has pioneered a new model that draws on the latest findings in neuroscience, data science, and behavioral science to classify people in five distinct groups, depending on what they instinctively care about most: nurturing, fairness, loyalty, authority, or purity. Their data, drawn from large-scale studies with over 50,000 participants, show that people who share the same instinctual patterns will engage the world in extremely predictable ways, regardless of age, gender, ethnicity, lifestyle, income, and education.

Knowing the impact that instinct has on behavior has all kinds of advantages. We can tailor any communication to make it maximally effective for a particular audience. Or strive to empathize with a person you've always found mystifying. And of course, understanding what truly makes us tick is an invaluable step on our journey to self-discovery.