When it comes to talent assessments, organizations rely on various tools to measure a candidate’s suitability for a role. However, not all assessments are created equal. One of the most critical distinctions in assessment design is whether an assessment follows a normative or ipsative model. This difference can significantly impact hiring decisions, performance predictions, and workforce strategy. In this article, we’ll explore the key differences between these two assessment models and why they matter for businesses looking to make data-driven hiring decisions.
Understanding Normative vs. Ipsative Assessments
What is a Normative Assessment?
A normative assessment measures a candidate’s traits, skills, or competencies relative to a larger population. These assessments provide scores that can be compared across different individuals, allowing hiring managers to rank candidates based on standardized benchmarks.
Key Characteristics of Normative Assessments:
Scores are compared against a standard reference group (norm group).
Candidates receive an absolute score on various traits or skills.
Enables direct comparisons between multiple candidates.
Typically uses Likert-scale questions (e.g., “On a scale of 1 to 5, how well does this describe you?”).
Provides objective data that can be used for predictive hiring analytics.
Examples of normative assessments include:
PXT Select (offered by The Assessment Company)
TalentClick Assessments (including Safety Quotient and Driver Safety Quotient)
What is an Ipsative Assessment?
An ipsative assessment measures a candidate’s preferences relative to their own responses rather than a broader population. This approach forces individuals to choose between options, making it difficult to compare one candidate’s results directly against another’s.
Key Characteristics of Ipsative Assessments:
Scores reflect a candidate’s relative strengths and weaknesses within their own profile.
Candidates are forced to choose between two or more options (e.g., “Would you rather work in a structured or unstructured environment?”).
There is no absolute scoring—only internal comparisons within the individual’s profile.
It is difficult to compare candidates against each other.
Primarily used for self-awareness and development rather than selection.
Examples of ipsative assessments include:
Predictive Index (PI) Behavioral Assessment
Myers-Briggs Type Indicator (MBTI)
Gallup StrengthsFinder (Clifton Strengths)
Thomas Personal Profile Analysis (PPA)
Kolbe A Index
Hogan Motives, Values, Preferences Inventory (MVPI)
Saville Wave Focus Styles Questionnaire
Facet5 Personality Assessment
Why The Assessment Company Recommends Normative Assessments
1. Candidate Comparisons and Benchmarking
Normative assessments allow hiring managers to compare multiple candidates against industry benchmarks and organizational needs.
Ipsative assessments only show how candidates view themselves in relative terms, making it impossible to compare different candidates objectively.
Why It Matters: A normative model is the preferred choice if a company needs to select the best candidate for a job because it allows for direct, data-driven comparisons.
2. Predicting Job Performance
Normative models provide objective data that can predict job performance by comparing candidates to a broader dataset.
Ipsative models focus on internal preferences, which can be helpful for self-reflection but less effective for forecasting success in a specific role.
Why It Matters: Predictive validity is key if an organization wants to ensure a new hire will excel in a role. Normative assessments like PXT Select and TalentClick align candidates with job success profiles, making them superior for hiring decisions.
3. Legal Defensibility and Fairness
Normative assessments provide standardized, validated data that can be used to support fair and objective hiring decisions.
Ipsative assessments may introduce bias, as they do not compare candidates against established job-related benchmarks.
Why It Matters: In the case of legal challenges (e.g., hiring discrimination claims), normative assessments are far more defensible than ipsative ones because they provide objective, norm-referenced data.
4. Scalability for Large Organizations
Normative assessments work well in large-scale hiring processes because they generate scores that can be ranked and analyzed across candidate pools.
Ipsative assessments do not scale as effectively because they only provide individual insights rather than comparative data.
Why It Matters: Large organizations that need to assess thousands of candidates for different roles will benefit from normative assessments, which allow for streamlined, efficient decision-making.
Why The Assessment Company Chooses PXT Select and TalentClick
At The Assessment Company, we prioritize data-driven decision-making and scientific validity in our talent selection solutions. That’s why we offer PXT Select and TalentClick Assessments—both built on normative models that allow organizations to make objective, fair, and predictive hiring decisions.
Why PXT Select?
Measures cognitive abilities, behavioral traits, and interests for a complete hiring profile.
Uses computer-adaptive testing for greater accuracy.
Predicts job success and improves retention rates.
Why TalentClick?
Includes specialized assessments like Safety Quotient and Driver Safety Quotient for safety-sensitive roles.
Provides normative benchmarks for better hiring and risk assessment.
It helps reduce workplace risk and improve team dynamics.
Conclusion: Choose Normative for Hiring, Ipsative for Self-Development
Both assessment models serve a purpose, but normative assessments are the clear winner when it comes to hiring. They offer objective, legally defensible, and predictive insights, ensuring organizations hire the best possible talent based on measurable job-related criteria. While valuable for self-awareness and coaching, Ipsative assessments should not be the primary tool for hiring decisions.
Investing in scientifically validated, normative assessments like PXT Select and TalentClick is the best choice for organizations looking to improve their hiring process and reduce turnover.
Next Steps
Want to see how PXT Select and TalentClick can transform your hiring process? Contact The Assessment Company today or call 1-800-434-2630 to schedule a demo and take a test drive of the most comprehensive selection assessments available!
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