Profile
A profile divides 100 points among the 12 archetypes, in the instrument's fixed order. Every perspective ends up in this form, which is why they can be compared with one another. A profile that does not add up to 100 is rejected, not normalised: otherwise a coding error would stay hidden.
How it enters the measurement
Platform material · not part of the published instrument
In the questionnaire, each archetype keeps only what it received above the person's average rating, then the shares are brought to 100. In coding, each material directly receives a 100-point profile.
An example
Platform material · not part of the published instrument
A profile can give 38 points to one archetype, 22 to another and the rest spread across the others: the archetype with the largest share is the main one.
Related terms
Platform material · not part of the published instrument
The method and the author
Platform material · not part of the published instrument
All the reference pages describe the same method: how ACM Framework measures a brand's coherence. The terms are explained in the glossary. The instrument is openly published, with DOI 10.5281/zenodo.22926708, by Dumitru Talmazan.