ThinkingCraft, Innovator of the MindSet Assessment, Completes Beta Launch of the Online ActualMe MindSet Assessment

(PRLEAP.COM) HOLLYWOOD, Fla. and JACKSONVILLE BEACH, Fla. - Sept. 24, 2007 - Thinking Craft today announced the completion of the beta launch of its MindSet Assessment (available at www.ActualMe.com), with more than 400,000 people taking the online test within a four-month period.

The MindSet Assessment is a proprietary, 18-word-pair measurement, comparable to the Myers-Briggs Type Indicator personality test, used to determine how people give and receive information.

“The MindSet Assessment helps us to understand a person’s thought patterns to determine how he or she wants to receive information,” said Dennis Damio, president of ThinkingCraft.

Unlike the 70+ question Myers-Briggs test, however, the MindSet Assessment typically takes less than two minutes to complete, is extremely accurate and is easy to interpret and apply.

“When asked how accurate they felt the assessment was,” said Flint McLaughlin, director of Marketing Experiments, “94 percent of participants responded they felt their MindSet Score was on target. We believe ThinkingCraft’s MindSet Assessment to be as exact as any profile available on the market today.”

Marketing Experiments partnered with ThinkingCraft in an online campaign designed to attract individuals to take the MindSet Assessment and then to validate the accuracy of the profiles created through the process.

Once a person completes a MindSet Assessment, it is automatically analyzed by proprietary algorithms to produce an individual MindSet Score. The MindSet Score places the individual into one of six MindSet Types:


• Left Brain Only
• Analyzer
• Concluder
• Right Brain Only
• Synthesizer
• Interactor

“Placing individuals in MindSet Types has vast implications for advertisers and marketers as it introduces a new way to reach target audiences,” Damio said. “We are in the process of developing a way to teach advertisers how to version the content to best communicate with individuals based upon their specific MindSet Type.”

With the beta test phase closed, ThinkingCraft has now made the MindSet Assessment generally available to the public at www.ActualMe.com where individuals can take assessments to determine careers, parenting styles and how best to study.


About ThinkingCraft
Founded in 2000, ThinkingCraft uses scientific research and technology to evaluate how people receive and process information. ThinkingCraft employs a proprietary 18-word-pair test, called the MindSet Assessment, to determine how individuals are hardwired to think. Assessment results help enhance interpersonal communications, improve customer relationships and increase marketing success. For more information about ThinkingCraft, please visit our Web site at www.thinkingcraft.com.

About MarketingExperiments
MarketingExperiments is an online marketing research laboratory dedicated to discovering “what really works” in Internet marketing. MarketingExperiments engages in primary and secondary research and publishes results online in its MarketingExperiments Journal. To conduct relevant, practical experiments, MarketingExperiments partners with clients such as the New York Times, Reuters News Service, USA Health Care and ThinkingCraft. MarketingExperiments is a member of the MECLABS and a division of Digital Trust, Inc.

In addition to primary research, the MarketingExperiments Journal and free research briefings, MarketingExperiments also offers a Professional Online Certification Program that currently includes courses in Online Testing, Paid Search Management: Subscription, Landing Page Optimization: E-commerce, E-mail Marketing, Multi-Variable Testing and Usability Testing. For consideration as a marketing research partner, to obtain a complete certification schedule or to enroll in one of MarketingExperiments’ certification programs, please visit www.marketingexperiments.com.

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