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Deep Data USA
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The Assessment
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  • Dive Deeper
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Welcome to DeepData

Welcome to DeepDataWelcome to DeepDataWelcome to DeepData

Our software helps financial advisors develop deeper relationships

with investors by measuring unconscious risk tolerance

Welcome to DeepData

Welcome to DeepDataWelcome to DeepDataWelcome to DeepData

Our software helps financial advisors develop deeper relationships

with investors by measuring unconscious risk tolerance

The What

  • We adapted Jung's Word Association method to measure risk tolerance
  • Our assessment is entirely online, and takes 10-15 minutes to complete
  • Minimal personal information is collected

The How

  • The assessment measures micro-reactions to risk based trigger words 
  • These reactions are emotional, involuntary, and go unnoticed by clients
  • This data brings an awareness that fosters empathy and engagement

The Why

  • Negative reactions to risk are a prime reason people leave their advisors
  • These reactions are often irrational, unpredictable, and damage trust
  • Uncovering emotions around risk creates a smoother user experience

Emotions Move Markets

DeepData's Complex Word Association Assessment is the first 

tool that helps advisors measure client emotion

Learn How

Our Vision

Our Vision

Our Vision

Over 90% of financial decision are made with emotion instead of logic. Yet many financial tools focus only on logic. We see a future where financial advice can incorporate emotional realities, and create a more stable investing experience.

Our Tool

Our Vision

Our Vision

Our unique tool uses Complex Word Association to measure what financial tools cannot: unconscious emotion. This acts as a starting point for a conversation around risk and money, yielding deeper relationships and awareness around hidden bias. 

Our Future

Our Vision

Our Future

A Complex Word Association Assessment with dashboard and action items has already been built. Future projects include a voice centered phone app and an opt-in for biometrics. With applications in business, academia, and beyond, the future is Deep.

People caught in a neurosis are apt to behave in a manner uncongenial and destructive towards themselves as well as others.

Marie-Louise von Franz

Frequently Asked Questions

Please use the Contact Form below to ask any questions not covered here!

Complex Word Association is a tool that has its roots in the Protocol for Jung's Word Association developed in 1913. This Protocol takes traditional word association, but has a strict and scientific framework to measure not just the responses, but also micro-freezes and odd reactions. These micro-freezes are used to assess people's reactions to potentially triggering words. Complex Word Association takes that Protocol, changes the words to reflect our methodology around risk, and combines it with technology to create a scalable way to start conversations. 

The old way of executing the protocol involved an individual assessing someone with pen, paper, and a stop watch. In addition to taking hours to analyze and being cumbersome for the assessor, there were so many variables to account for it was easy for human error to impact the results. This made it impossible to scale and hard to validate, which hindered widescale adoption. Current technological advances have allowed for the assessment to be administered online and without the stop watch, allowing us to realize the true potential of Jung's Protocol. Advances in data science allow opportunities for analysis unavailable in previous applications.

Reactions to words can pinpoint when concepts, thoughts or ideas are triggering. For instance, one's reaction to political words can help pinpoint one's political ideology. When a word triggers multiple reactions in the brain, it takes a moment to process this flurry of activity, and the brain pauses momentarily. This tiny hesitation, sometimes so small as to be unnoticed, is the key to our assessment. Recognizing, analyzing, and discussing these reactions can be both predictive and transformative. If a client has a similar reaction to hearing "Retirement" as they do to hearing "Nuclear", you have an insight even the client might be unaware of.

Current risk tolerance tools ask questions that might be difficult for one to answer. "How would you feel if you lost 20 percent of your retirement portfolio?" may seem logical to ask, but most people don't know how they'd feel, and the answer would greatly vary based on someone's mood in the weeks the downturn occurred. Additionally, people who are answering risk tolerance questionnaires often see risk taking as a noble investing attitude, and are inclined to give the "best" answer, instead of the one that resonates most with them. These types of assessments are called "self-reporting", and lack much of the insight necessary to build optimal risk strategies. 

The commonly used practice of "tell me what comes to mind when you hear..." is indeed Word Association, but it is not Complex Word Association. Traditional Word Association is valuable to get instinctive answers around marketing concepts and political candidates, but does not dig deep enough to warrant use in investing. 

Our Assessment measures the same micro-freezes discovered by Australian Psychoanalyst Leon Petchkovsky in 2013 under fMRI conditions, but does so without any fMRI equipment.  

No. Myer's-Briggs and Enneagrams were both inspired by other Jungian theories, not Jung's Technique. Many of the criticisms directed at these Personality-Type tests is that they are not scientific enough. While it is not our intention to weigh in on this matter, DeepData is different because it studies variables validated as measurable by the 2013 Petchkovsky study.

It would be over-ambitious to call DeepData's Assessment scientifically proven, but we use the same scientifically proven Protocol to administer the Assessment as the Petchkovsky study, using different words for application to risk. Further scientific validity of both the Protocol and its application to risk tolerance is a top priority. 

The Data

DeepData envisions commercial applications of Jung's Word Association technique that deepen communication, empathy, trust, and build more appropriate portfolios.

Tom Haladner, Founder of DeepData

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