myPersonality started out in June 2007 as David's personal side project, between finishing undergraduate studies and beginning postgraduate studies. After becoming popular, it was only then that we considered its research possibilities. David's PhD research, which was already proposed in February 2007, is in the area of decision-making. This is why myPersonality has close academic links; however, it is a standalone business.
(Updated October 2015)
And what the heck is this Facebook?! Well, nearly 50% of the population in quite a few countries are “on Facebook.” This includes 98% of students in the UK and quite possibly your grandma too… she just hasn't added you as a friend! As always, though, there are drawbacks: