The science behind what we do
Every recommendation we make is grounded in behavioral data, not assumptions or politics.
Why behavioral
data matters
You can see a team's output. You can measure their deadlines, their revenue, their velocity. But you can't see why they work the way they do—until something breaks.
That's where most founders get stuck. The symptoms are visible. The root cause isn't.
Since 2005, we've used the AVA® (Activity Vector Analysis) methodology to decipher workplace behavior—what drives people, where they naturally excel, where they struggle, and how they interact as a team. It's the foundation of everything we do across our Founder Clarity Sessions, Alignment engagements, and ongoing support.
What AVA® reveals
In 15–20 minutes, each team member completes an online assessment. No trick questions, no right answers. What you get back is a clear behavioral profile showing:
What drives and energises them at work
Where they'll naturally perform well—and where they won't
How they fit with the rest of the team
What they need to thrive in their role
No personality types. No vague labels. Just reliable data that predicts how people actually perform.
Data alone isn't enough
Any assessment can generate a report. The difference is what you do with it.
With two decades of experience reading AVA® data across 700+ teams, we don't hand you a PDF and wish you luck. We interpret the data against your business reality—your strategy, your goals, your pace of change—and turn it into specific decisions: who to hire, how to structure your team, where your leaders need support, and what to change first.
That's why our clients get results, not reports.
Built on empirical research and 75+ years of business results
AVA® was created in 1948 by Walter V. Clarke, an organizational psychologist and empirical scientist who set out to accurately measure how people actually behave in the workplace. It's been continuously refined and validated through 75+ years of real-world application.
It works in any role, culture, or seniority level — from elite sports and healthcare to deep tech and engineering. Trusted in environments where execution isn't optional. That's why we chose it.
See what the data
looks like
Example AVA® Individual Behavioral Report
Example AVA® Sales Competencies Report
Example AVA® Management Competencies Report
AVA® assessments and reports are available in multiple languages including Dutch. Predictively represents AVA® in Europe and the UK.
What clients are saying