Company History

In 1964, Dr. David W. Merrill, an industrial psychologist and university professor, began researching predictors of success in selling and management careers. Through his empirical studies, Merrill found that people tend to display consistent, observable behaviors, and that others consistently agree on words to describe each behavior. This work became the foundation of the SOCIAL STYLE Model™, and the beginning of The TRACOM Group.

The original Social Style profiling instrument was a list of adjectives developed from an initial pool of more than 2,300 words. Study of these words revealed adjective clusters that measured dimensions of human behavior. Through extensive factor and reliability analyses, a total of 150 adjectives measuring three scales were finalized and labeled Assertiveness, Responsiveness and Versatility. By combining the two dimensions of assertiveness and responsiveness, four patterns of behavior, or SOCIAL STYLEs, were identified: Analytical, Driving, Expressive and Amiable.

Since its creation, millions of satisfied participants have used the SOCIAL STYLE Model and associated courses and instruments to improve their workplace performance.

In 2012, TRACOM introduced the Behavioral EQ Model to develop the emotional intelligence of individuals and organizations. Behavioral EQ is culmination of over 25 years of Emotional Intelligence research.  It emphasizes behavior — the outward actions that others notice and respond to — that creates objective, measurable benefits. TRACOM’s BEQ training focuses on improving behaviors that research has shown matter the most at work.