People Analytics

Measure 48 distinct traits that influence how you work, communicate and make decisions—with a report that's as unique as your fingerprint.

People analytics uses human cognitive and behavioral data to shine a light on the way people think, act and communicate at work. This has far-reaching implications for anyone leading a team.

More than 20 years ago, F4S founder and researcher Michelle Duval began a study on the motivations of the world's top business builders and entrepreneurs. What differed between those who succeeded and those who failed? What made someone more likely to start and exit a business quickly rather than grow a business over the long-term?

F4S takes the insights Michelle gleaned from her research, expands on them to include new roles outside of entrepreneurship, and puts them into a people analytics tool that helps individuals, teams and companies understand what motivates them and how to collaborate better.

Outcomes with F4S:

Help managers and leaders better understand, motivate and communicate with their teams.

Identify and even prevent areas of team friction caused by differing work styles.

Make meaningful predictions about team dynamics and performance.

What F4S people analytics can do for your team

Team Culture

Assess the overall feel of your team based on how their individual preferences intersect or diverge, and track changes over time.

Team Affinities

See where your team’s interests and motivations align, creating energy, enjoyment and “flow” within the group.

Power of Differences

Identify potential friction points and learn how to harness the power of differences on your team and channel it toward shared goals.

Overcome unconscious bias with data.

We all have biases. These can cloud our judgment when it comes to recruitment, hiring and management. With people analytics, you can overcome biases by relying on data.

“I have personally gotten a lot from F4S. It has really helped me understand the way I work, as well as my blind spots. It helps me work better with others, as I now understand their key drivers and strengths.

F4S has become a central component of our people growth strategy at Canva and will empower us to harness our unique culture and optimise performance as we scale the team.”

Cliff Obrecht
Co-founder & COO, Canva

Uncover motivations, not personality.

Far from a personality test, F4S measures motivations (also known as work traits, affinities or preferences).

Top motivations are areas of focus that energize a person, whereas blind spots are areas that someone tends to give less attention to.

If you want to strategically increase (or decrease) a specific trait, we've even got AI and human coaches on deck to help!

"F4S has been crucial for our Baraja teams, we have a debrief for all new team formations. It gives us direction for team compositions, hiring and conflict resolutions. There are so many “’AHA” moments."

Reshmi Buthello
VP of People & Culture, Change Management expert at Baraja

Get easy-to-understand reports.

You’ll love the way F4S visualizes data and shows you at a glance how your team stacks up.

You can also use our Benchmark Tool to see how each team member stacks up against industry top performers we've studied in our research, or check out our Power of Difference report to easily visualize conflicting traits.

"F4S is an indispensable tool for any agile company's arsenal. With the revolutionary and easy to understand insights it gives, a person can see at-a-glance their own behaviors and motivations, and measure themselves against others in their own team, other companies and successful entrepreneurs. It is my most highly utilized and recommended business management tool."

Heather Wilde
Unicorn Whisperer, CTO (ex Head of Support for Evernote)



Team management playbook


Live demo: F4S for teams


People strategy for rapid growth


High-performing team culture


Identify the world's best founders


Remote team building activities


Data-enhanced mentor matching


Founder mindset research with Startup Genome


How to predict startup success


Support undergrad entrepreneurs


Achieve a high ROI for partners


How to resolve team conflict

Behind the successful people you know, there’s a coach.

The world’s top companies use us to bring out the best in their teams:

Explore more features

"F4S has helped me understand how I work and improved how I work with others (as I now understand key strengths.)

F4S is a central component of our people growth strategy at Canva and empowers us to harness our unique culture and optimise performance as we scale."

Cliff Obrecht
Co-founder & COO, Canva

Get started today

Book your free demo, download a guide or get started in the app.