Craft Personality Questionnaire (CPQ)

The Craft Personality Questionnaire (CPQ) measures the "Basic Eight" personality traits proven to predict job performance and retention. Thousands of managers across a wide variety of industries utilize the CPQ in both employee selection and development. Managers, trainers, and employees use the CPQ's detailed coaching reports for employee development, team building, sales and customer service training, and as a part of their 360° Feedback Programs.

Developed by Dr. Larry Craft, a behavioral scientist with over 25 years of experience in the employment assessment industry, the CPQ measures eight primary and numerous secondary and interactive traits. These psychological traits are referred to as "personality scales" when used in pre-employment selection. They are: Goal-Orientation, Detail Orientation, Social Drive, Social Confidence, Need for Control, Need to Nurture, Skepticism, and Good Impression.

A Recent Case Study...

One of the largest financial services companies in the world uses the CPQ to select and develop its sales force. After assessing over 10,000 people, the company found significant personality differences among their top sales personnel.

• The company found that individuals scoring high on the CPQ profile generated 200% more revenue on average than individuals who scored low on the CPQ.


• By instituting a mandatory passing score on the CPQ and an accompanying biodata assessment, the company found that it could increase the median revenue generated per sales representative selected by more than $80,000 annually.


• With over 500 sales representatives selected below the passing score in 2002-2003, the company found that it could increase total revenue by as much as $52,000,000 annually by selecting only the candidates earning high CPQ scores.