Incubator applies data science, artificial intelligence to personality research

Sunnyvale, Calif., July 21, 2015—CPP, Inc. (, the exclusive publisher of the Myers-Briggs Type Indicator® (MBTI®) assessment, today announced the formation of CPP Innovation Labs (, an incubator focused on applying rigorous data analytics to research-tested personality insight, for rapid time-to-market solutions designed to address clients’ complex problems. The lab’s General Manager, Thad Stephens, Senior Vice President Chris Mackey, Director of Data Science Craig Johnson, and CTO Darrell Mockus combine deep experience in data science and artificial intelligence from companies such as Equilar, Inc., Samsung Accelerator, LiveNation, and with a wealth of expertise in personality research.

“While many companies attempt to leverage data and technology to help people in various aspects of life, most lack the benefit of working with assessment instruments that have been scientifically validated over the course of decades,” said Mackey. “With CPP’s assets—which I feel are built on the most complete and proven personality research available—the possibilities are endless.”

Continuing CPP’s 60-year commitment to improving people’s lives through a better understanding of themselves and others, CPP Innovation Labs is dedicated to combining large data sets with visualized personality insight to create a more intimate and familiar communication experience through digital mediums that help clients solve problems. The labs have already launched an experiment combining data from LinkedIn and CPP’s CPI 260® assessment, and have developed a research platform to quickly integrate large datasets from partner organizations for analysis alongside CPP data.

“To ensure the success of our investment in innovation, CPP Innovation Labs will retain full freedom and flexibility to experiment and explore new horizons, while benefitting from the complete support of CPP in terms of resources and synergy,” said Jeff Hayes, President and CEO, CPP, Inc.

Guiding development of technology through understanding of personality

Central to this effort is a product vision to accelerate development of new ways for users to interact with and leverage CPP’s instruments through visualization platforms. “Personality has always been integral to human interaction, yet as our lives have moved into the digital realm it has not come along for the ride,” said Mockus. “One of our objectives is to increase the role of the human personality component in driving the function and performance of technology.”

In addition to partnering with companies that share this vision, CPP Innovation Labs will pursue the acquisition of technologies and services to deliver new levels of actionable, personal insight that will inspire and help people to be better. The group will initially focus on applying predictive analytics to student success, healthcare and HR, with a particular interest in the role of personality in habit formation. One of its first initiatives involves developing new ways to leverage CPP’s Strong Interest Inventory® tool—the world’s most respected and widely used career planning assessment—to put students on the fast track to a fulfilling career.

For more information on CPP Innovation Labs, please visit or email