How do I get an Insights Discovery profile?

Unify partners with organisations to provide profiles for their employees as part of a programme of coaching or workshops. However, in some cases, it is possible for private individuals to arrange a profile, along with a one to one debrief with a qualified Insights Discovery practitioner. Please note that we do not provide profiles without a debrief. Please enquire for costs and details.

How do I arrange a workshop?

Although the workplace issues faced by our customers generally fall into similar themes, we find that specific challenges vary greatly. When you send us an enquiry, you will hear back from a qualified, Insights Discovery accredited Unify Partner within one working day to arrange a complimentary, no-commitment consultation. During this consultation you can confidentially share your organisation’s specific needs and start to design a bespoke programme of coaching, masterclasses or workshops to address these needs.

Why does Unify Partnership encourage a modular programme, rather than just one workshop?

When introduced to the Insights Discovery model we find that participants experience a significant shift in self-awareness. However, we also understand that this shift doesn’t necessarily underpin ongoing behavioural change. This is why we encourage a series of workshops, masterclasses and interventions to embed, hold accountable and ensure delegates achieve their desired developmental goals.

This also helps the business get maximum return on investment. Each workshop focuses on blended learning and making the material relevant and usable back in the workplace rather than being overly theoretical and abstract.

Where can Insights Discovery be applied?

The Insights Discovery colour model of behaviour is an easy-to-apply framework that helps people to become more aware of their own behavioural style and the impact they have on others.

This awareness underpins everything we do, which means we can apply the model in many different areas from professional or domestic backgrounds such as Self-Awareness, Self-Management, Relationships, Resilience, Accelerating Talent, Learning Styles, Sales, Client Relationships and Key Stakeholder Management, Coaching, Change, Decision Making, Confidence, Creativity and Innovation, Motivation, Growth Mindset, Unconscious Bias, Outplacement, Time Management, Difficult Conversations, Hybrid and Geographically Dispersed Team Working, Communication, Meetings, Feedback, Team Purpose, Accountability, Collaboration, Trust, Roles and Responsibilities, Direction, Team Assessments, Conflict, Leadership Styles, Psychological safety, Authenticity, Managing and Leading Change, Legacy, Work Life Balance, Mission, Vision, Values, Culture, Recognition and Reward, Mentoring, Risk, Inclusivity, Equity, Equality and Diversity and Recruitment (please see the following FAQ on Recruitment).

Should you use Insights Discovery in recruitment?

When used correctly, with job-specific questions and within the requirements of GDPR, Insights Discovery can be a powerful tool to use when approaching the final stages of the recruitment process and used to support a candidate’s application, not to restrain, restrict or define them in any way.

Depending on the chapters selected, the Insights Discovery Personal Profile can give the interviewer an idea of how an individual might conduct themselves in the workplace in areas such as self-awareness, teamworking, sales, or management. Although the profile will not reveal the individual’s competency in these areas, it will allude to tendencies and offer a framework for better, more open and honest conversations during the interview.

The interview chapter of the Insights Discovery Personal Profile provides a list of stretching questions designed to probe areas that the individual may find difficult or challenging. Using this chapter can help to establish the individual’s awareness of their strengths and areas for development.

Limitations of Discovery

Insights Discovery should never be used as a basis for the screening or selection of candidates for the following reasons:

• The Insights Discovery Personal Profile is not designed for the assessment and differentiation of abilities, workplace competence or aptitude.

• The requirement for specific colour energies must not be factored into the recruitment process. Stereotyping in this way is considered to be unethical and job roles should never be ‘coloured up’.

• To varying degrees we all possess a combination of the four colour energies and we have the ability to flex up or down on any of them depending on the situation or task in hand. The presence or absence of a specific colour energy does not dictate whether the individual is able to perform well in a particular role.

Candidates must be informed in advance that the recruitment process includes completing a profile.

It is the responsibility of recruiters to clearly state that candidates will be asked to complete a profile. This should be done as early as possible in the process.

Insights Discovery profiles are only available when accompanied by a debrief with a licensed practitioner.

Both profile recipient and recruiter should be debriefed separately by a licensed practitioner of the Insights Discovery model before the interview. This is usually done via phone or Zoom.

Candidates have the right to decline the offer of a profile without being placed at a disadvantage.

Even though they have been informed in advance, candidates may still choose not to complete a profile. In order to obtain freely given consent in line with GDPR legislation, it must be given on a voluntary basis without the threat of not being taken forward in the recruitment process.

Profile Owner

It is important to note the person completing the profile is the legal owner of their Insights Discovery personal profile and has the right to submit a subject access request asking for it to be destroyed at any point. In this case we will ask for written confirmation from you that any copies you hold have been destroyed and we will remove the source document from our server. The profile will not be accessible again once this has happened.

How long does it take to complete the online questionnaire?

The Discovery questionnaire, or evaluator, consists of twenty-five frames, each containing four word pairings, so that’s a total of one hundred word pairings to consider! That might sound like a lot, but the evaluator usually only takes around fifteen minutes to complete. The question types are both ipsative (forced choice) and normative (a range). While the questions can seem a bit tricky at first, you’ll find it was worth the effort when you receive your own unique, detailed Insights Discovery Personal Profile.

How is Insights Discovery Validated?

The Insights Discovery profile evaluator and personal profiles are continuously assessed for accuracy.

Insights Discovery is recognised by the British Psychological Society for use in the workplace as well as counselling, career guidance and general health, life and well−being.

External Assessment

In 2005 the University of Westminster’s Business Psychology Centre performed an extensive study of the 'Insights Discovery Evaluator (IDE) English Version 3.0'. Key statistical analysis was used to study the IDE’s “item analysis”, “norm data”, “reliability” and “validity”.

For a more comprehensive review of the IDE’s properties, please read “An Overview of the Development, Validity and Reliability of the English Version 3.0 of the Insights Discovery Evaluator” produced at the University of Westminster’s Business Psychology Centre (BCP) which is available upon request.

Item Analysis

There are 100 colour items spread over the 25 frames in the IDE. Item analysis involves empirically testing the quality of these 100 items and replacing weaker items with stronger ones. This is measured by assessing the responses of participants with clear colour preferences, i.e. those whose average across all 25 frames is greater than 5 in one out of the four colours (“Sunshine Yellow”, “Fiery Red”, “Earth Green” or “Cool Blue”).

Data on Norms

The norm data for the IDE is of good quality, being segmented by the language of the evaluator completed; the country a respondent is based in; age (in ten-year bands) and occupation. The occupational norm data provides predictive validity. As expected but although not exclusive, those in charge of financial data tend to have a preference for objective thinking (either Red or Blue as a top two colour preference), using facts and performing detailed analysis. It should be noted whilst this data indicates that people in certain roles tend to have a preference for certain colours, it does not correlate or necessarily relate to how well they are doing their job or how capable they are in fulfilling that role. It also does not limit a certain colour energy from being good in a role that falls outside of this observation.


Cronback-Alpha coefficients, α, measure the error variance on the average inter-item correlations. When the error variance is low, which is desirable, the alpha coefficient approaches 1.00. A value of 0.70 is the commonly accepted inferior limit. Analysing 24,224 completed evaluators shows the four colours to have very high Cronbach- Alpha coefficients, providing evidence of reliability.

Test-retest reliability is determined through the administration of the same evaluator across time. It helps gauge how robust the items are. Such tests are generally expected to yield reliability coefficients ranging between 0.70 and 0.90. The results of the test-retest analysis performed on the four colour scores show very high reliability, translating into coefficients ranging from 0.81 to 0.86 for the Pearson correlation coefficients and 0.89 to 0.92 for the Cronbach-Alpha reliability coefficients for the same data. Validity Confirmatory Factor Analysis was used to test the hypothesised factor structure of the Insights Discovery model. Specifically, it is hypothesised that the four sets of 25 colour based items in the IDE should load onto the factors such that the polar opposite nature of the ‘Fiery Red’ vs. ‘Earth Green’ items is apparent and the polar opposite nature of the ‘Sunshine Yellow’ vs. ‘Cool Blue’ items is apparent. The four colours should load onto their appropriate factor only.

Ongoing Assessments/Validations

The constant evolution of language means that the Discovery Evaluator will continually evolve. The Insights Research Team monitors the Insights Discovery Evaluator in its 30+ languages on a daily basis. Examples of the Statistical Reliability and Validity tests can be obtained from Insights Learning & Development Ltd on request.


Over the past decade, the work of Carl Jung has attracted increasing interest as people seek to improve interpersonal dynamics on both personal and professional levels. The scientific research of the Discovery System demonstrates that both Jung’s original typology theory, and Insights’ ongoing research to enhance it, has both strong psychological foundations and modern scientific application. Depth psychology and empirical science unites within the Insights Discovery System.

What is Insights' approach to the Discovery model and neurodiversity?

Insights have carried out user research activities to examine their products and services, with the aim of building an inclusive and accessible offering by working with a UK charity to understand the requirements of people with varied needs. This engagement has helped inform improvements to the content of the evaluator instructions and the phrases within the online evaluator. The Insights Discovery design team has also created a glossary that is available for any learners that require support with interpreting the current Insights Discovery Preference evaluator which is available upon request.

Insights have also carried out broader accessibility testing on the new digital version of the evaluator. This included both people with disabilities and people with neurodiverse conditions (e.g. dyslexia, dyspraxia, ADHD and Autism). The findings from this testing have highlighted several recommended changes to the evaluator, which they are in the process of implementing.

Additionally, there is other ongoing work by the design and development teams to improve the accessibility of Insights’ digital products. The new customer platform is being built with accessibility in mind and aiming for WCAG 2.1 AA compliance. They are also aiming to continuously audit the accessibility of the model for continuous improvement.

Validation has typically been focused on neurotypical populations that they tend to work with, with data drawn from the commercial completions of the evaluator that subsequent analysis is completed on. Validation work with neurodiverse populations is part of their future plans as they work towards a more inclusive and accessible experience for everyone.

However, there is perhaps no reason why a particular neurodiversity would be a limiting factor in terms of the accuracy of results. There are instances where the amount of cognitive decision-making (M, L and 2 unique scores x 25 frames) means that some people may need more help/assistance in completing the evaluator and subsequently interpreting their results. But this would perhaps point towards more of an accessibility factor than a measurement problem.

In terms of facilitating the experience with learners who are neurodivergent, the following recommendations are available if requested:

A facilitator will reach out to the delegate and seek to establish their individual needs prior to a session (where it has been disclosed).

So that the learner gets the best possible experience, the following generic steps will be taken:

• We will offer support when completing the evaluator to help the respondent relate the word pairings and their meaning to situations or work-based scenarios. The evaluator is not timed, so the individual can research, reflect or even take a break if needed. There is also a paper copy of the evaluator that can be supplied if preferred.

• We aim to ensure that plain language is used rather than figures of speech, idioms or technical jargon along with being clear around expectations and limiting the element of surprise.

• We will make slides and presentations uncomplicated, in neutral colours where possible and easy to read with defined font without flicks or tails.

• We will ensure regular breaks are taken and the facilities have space for quiet reflection, natural light and fresh air where possible.

• We will offer notes, handouts or pre-briefings on material so that any requirements can be met.

How is the Insights Discovery Team Wheel constructed?

This graphic will help to put the following explanation in context.

The four colour energies of Insights Discovery (Cool Blue, Earth Green, Sunshine Yellow, Fiery Red) blend into eight secondary types (Observer, Coordinator, Supporter, Helper, Inspirer, Motivator, Director, Reformer). These further sub-divide into sixteen types, for example, the Coordinator splits into two segments – Observing Coordinator and Supporting Coordinator. The name of the adjacent type (Observer or Supporter), added as an adjective, describes its influence on the central type (Coordinator).

On the team wheel we see the sixteen types further divided into forty-eight – where, for example, the Observing Coordinator splits into three segments or rings – Observing Coordinator (Focused), Observing Coordinator (Classic), and Observing Coordinator (Accommodating).

A further twenty-four types flank the forty-eight already mentioned. These are shown in the shaded sections and represent a group known as ‘Creative Types’. You can learn more in this blog: The Insights Discovery Creative Position.

All these types add up to create the 72-Type wheel, with each of the seventy-two types representing a different colour combination. Jung (1921) suggested that additional subgroups or subtypes would be empirically possible: “Similar subgroups could be made of other functions, as in the case of intuition, which has an intellectual as well as an emotional and sensory aspect. In this way a large number of types could be established, each new division becoming increasingly subtle… One could increase this number at will if each of the functions were split into three subgroups, which would not be impossible empirically” (Jung, 1921, p. 523).

Types 1-16 on the Discovery Wheel illustrate the conscious dominant Jungian preferences and their attitudes. The other preferences remain in the unconscious. Types 1-16 may be

referred to as Focused types since just one colour (or function) plays a dominant role. Focused types make up about 3% of the population that are of definable type. If the conscious persona is focused, then the less conscious persona is accommodating.

Types 21-36 may be referred to as Classic types since they represent two colours (dominant and auxiliary functions) playing an important role in type performance. For example, type 33 represents a strong preference for Blue, with Green slightly weaker, while type 32 has a strong preference for Green, with Blue slightly weaker. The former is designated as an Observing Coordinator and the latter is designated a Supporting Coordinator. These types have two strong colours above the midline. Classic types make up about 54% of the population of definable type. If the conscious persona is classic, so is the less conscious persona.

By proceeding one step further into the centre of the Discovery Wheel we reach a level that represents three consciously preferred energies, with dominant, auxiliary and tertiary functions in consciousness. (The dominant and auxiliary functions extend from the previous classic level). These types, 41-56, are referred to as Accommodating types. Accommodating types have three colours or energies in consciousness and make up about 43% of the population that are of a definable type. If the conscious persona is accommodating, then the less conscious persona is focused. For example, types 53 and 52 represent an accommodating Coordinator, the former having strong ordered preferences for Blue, Green and Yellow colour energies and the latter having strong ordered preferences for Green, Blue and Red colour energies.

Jung was fascinated by the significance of unconscious elements. He concluded that within the group of people who are not a clear type, there exist a number of people for whom type stability is represented by conscious use of a normally unconscious inferior function. This combination is a normal expression of their personality. Jung referred to this ninth type as the Creative type which is readily identifiable in Discovery as the opposing rational colour combinations of Fiery Red/Earth Green, and Sunshine Yellow/Cool Blue coming together as the first and second colour energies (dominant and auxiliary).

The Insights Creative types are found in the shaded segments of the Insights 72-type Wheel. Creative types are also focused, classic, or accommodating types depending on the number of strong colours or energies above the midline. some examples are Creative Supporting Coordinator (Focused), Creative Observing Reformer (Classic), and Creative Inspiring Motivator (Accommodating). For more information on the creative type, follow this link.

What languages can I complete the Insights Discovery evaluator in?

The Insights Discovery evaluator can be completed in forty different languages including English, Bulgarian, Chinese, Danish, Dutch, Finnish, French, German, Hebrew, Hungarian, Italian, Japanese, Lithuanian, Norwegian, Polish, Portuguese, Romanian, Russian, Serbian Latin, Slovenian, Spanish, Swedish and Turkish.

The evaluator defaults to English, please ensure you choose the correct language from the drop list before entering the evaluator.

The resulting profile is currently only available in thirty-one of the forty languages, so although you can complete the evaluator in Arabic, for example, the resulting profile is not available in Arabic so will be produced in English, or you can select from any of the available languages.

Your Unify Partner can advise on profile availability in your chosen language.

Can anyone get accredited to deliver Insights Discovery?

With the right motivation, support and intention anyone can become accredited to deliver the Insights Discovery model of behaviour. In fact, it’s a powerful piece of personal development with many benefits alongside helping people, teams and leaders learn more about themselves and others. If you are interested in finding out more, please contact our accreditations team at

What does your Insights Discovery accreditation licence you to deliver?

Client Practitioner (CP) – CPs deliver Discovery solely to employees of the company within which they are also employed. They are not permitted to deliver Discovery to any external individual, company or stakeholder.

Licensed Practitioner (LP) – An LP is an independent business consultant who is accredited to facilitate and deliver Insights Discovery solutions and materials. An LP must be attached via a contractual agreement to an authorised Insights Discovery Distributor.

Distributor – A Distributor is a business entity authorised to distribute Insights Discovery materials. Unify Partnership is classed as a Distributor.

How long is the Insights Discovery accreditation and what’s the cost?

The Insights Discovery Accreditation, informally known as the IDA, is a four-day course that can be attended virtually or face-to-face, subject to availability. Either option will give you the skills and knowledge you need to deliver impactful Insights Discovery-based learning within your company and will make you eligible for discounted rates for Insights Discovery profiles. For costs please email our accreditations team at

How do you book onto the Insights Discovery accreditation?

Registration is by an online form that takes around 5 minutes to complete. Once registered you will receive an email with three actions to be completed before you attend:

• Complete a new Insights Discovery Profile – the link will be supplied by Insights.

• Watch three videos supplied by Insights, and speak to your Unify Partner to make sure you have a good level of Insights Discovery knowledge.

Any gaps in knowledge can be filled by your Unify Partner and/or by attending Insights’ standard Pre-IDA webinar.

• Book your accommodation (if required) for the duration of the accreditation; details will be provided after you have confirmed your booking.

What happens once you are accredited to deliver Insights Discovery?

• Practice Profiles – you will be invited to nominate three people to complete the evaluator and receive their own Insights Discovery Personal Profile. You will then use these to practise coaching with colleagues, potential customers or family and friends.

• In addition to resources handed out on the programme, you will also be given access to Connections, Insights’ practitioner website, where you can connect with the community of practitioners and access the latest learning materials.

• You’ll be invited to regular CPD webinars designed to enhance your learning and show you how to work with Insights Discovery in a variety of workplace situations; as well as various invitations to events such as Insights’ annual CP conferences and networking events.

• Your Unify Partner will arrange time to discuss how the course went, to help you prepare your first profile coaching conversations, and to make sure you have everything you need, including access to Unify Partnership’s extranet where you can order your first profiles and workshop materials.

• If you attended a virtual course, you will be able to access a post-IDA session designed to upskill you in face-to-face delivery at no additional cost.

I am an Insights Discovery Client Pracitioner, what happens to my licence if I leave my company?

Your Insights Discovery Client Practitioner licence is attached to you, not to the company that you work for, so can be transferred with you if you move to a new company.

Please contact to transfer your licence from one place of employment to another.

If it’s been a while since you delivered Discovery we can recommend free refresher webinars to help you get started again, or you can commission your Unify Partner to deliver alongside you for your first workshop.

Insights rules state that if your licence has been inactive or suspended for more than two years you are required to complete another IDA. However, we understand that’s a big investment and that everyone’s situation is unique, so we will work with you to ensure the most suitable outcome.

What ongoing support is available once I am accredited to deliver Insights Discovery?

Your Unify Partner will be happy to make an appointment to discuss any problems or blockers and to help you find a way to address these; or they can offer preferential rates if you’d rather hand over delivery to them or ask them to deliver alongside you. All Unify Partners have extensive experience with a broad range of individuals, teams, sectors and workplace issues.

Alongside an extensive database of resources from Insights, Unify also offer masterclasses and training on various subject matters that bring the model to life and expand how it can be used across a business.