About BAI
The Behavioral Attitudes Index (BAI) reveals the passions and motivations behind the choices people make. Where DISC shows how someone behaves, BAI uncovers why, measuring six behavioral attitudes that shape decisions, drive engagement, and influence where people find the most fulfillment in work and life.
Unlocking Insights with BAI
Behavioral attitudes are the thoughts, feelings, and emotions that quietly guide every decision we make. Most people aren’t consciously aware of them, yet they influence everything from career choices to how we spend our free time.
BAI measures six attitude styles, known as I-SPEAK: Inner Awareness/Spiritual, Social/Humanitarian, Power/Political, Economic/Tangible, Artistic/Innovative, and Knowledge/Proficiency. Each report identifies a person’s primary and secondary styles and shows how much energy they invest in each. Paired with DISC in a 2D, 3D, or 4D report, BAI connects observable behavior with the motivation underneath it for a more complete picture of what drives people.
Go Beyond Behavior with BAI
PeopleKeys is trusted by coaches, consultants, and some of the world’s largest organizations to deliver behavioral insights that drive real results. Combine BAI with DISC to understand not just how your people work, but what motivates them to do their best work.
Get Started with a PeopleKeys Business Account
Gain access to industry-leading behavioral assessments with tools that make managing your team easier and more effective.
Streamline Assessment Management
Add Your Logo to Report Covers
Easily Purchase & Distribute Assessments
Workplace Applications of BAI
BAI helps organizations place the right people in the right roles. When a person’s work aligns with their behavioral attitudes, the work feels natural and energizing. When it doesn’t, frustration and disengagement follow. Hiring managers use BAI to understand which roles a candidate will be internally motivated to excel in and how they’re likely to fit.
BAI also strengthens teams by revealing why colleagues prioritize differently. A salesperson low in Economic/Tangible may excel at building long-term relationships but hesitate to close, and pairing them with a teammate who’s energized by results creates a stronger partnership. By understanding what drives each person, organizations can build more synergistic teams, improve engagement, and support performance management and leadership development.
BAI in Personal Development
Understanding your behavioral attitudes makes it easier to set goals that truly fit you. BAI helps people recognize why certain choices just “feel right,” why some tasks drain their energy, and where they’re most likely to find passion and fulfillment. That clarity is valuable for career planning, choosing a field of study, finding a coaching niche, or deciding how to invest time and energy outside of work.
BAI also builds empathy in relationships. When two people understand each other’s behavioral attitudes, differences that once caused friction start to make sense. Someone with a high Inner Awareness/Spiritual attitude, for example, can better appreciate a partner’s Economic/Tangible drive when they see it as a desire for security and shared experiences rather than a focus on money.
Featured Blogs on BAI
Building a Team with the Right Attitudes
Learn how to build a successful team by understanding behavioral attitudes with the Behavioral Attitudes Index.
Why DISC Alone May Not Be Enough?
The DISC personality assessment is a great first step but is only the beginning of the journey into behavioral analysis and personality dimensions.
Overcoming Today’s Top Workplace Conflict Challenges
Learn how PeopleKeys addresses top workplace challenges like communication, conflict resolution, and leadership development with DISC-based solutions.