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In modern, 21^st century society, understanding human behaviour and motivation becomes of paramount importance for managers, marketers and people in charge of customer and employee relations. Major B2C companies struggle with a lack of loyalty and massive retention problems. Commitment from of both personnel and customers is lacking. Retention is one of the foremost problems.

To solve this, companies are looking for ways to develop better customer and employee relations strategies, focusing on customer satisfaction and commitment. Many initiatives fail, however, due to the fact that traditional personality test do not provide sufficient insight in the emotional drives and motivation of the respondents. As a result, churn rates grow and the retention problem is getting considerable.

 

So far there is virtually no evolutionary based industrial-organisational psychology method or test around. Empirical research is lacking (Buss, 2004) and only a few publications in which evolutionary theory has been applied to organisational design, structure and research have appeared.  (Luxen, 2004). For analyzing people, teams and departments, methods and personality and motivation tests based on traditional personality psychology are still in use.