The Institute of Practitioners of Advertising (IPA) has created the Diagonal Thinking Test to assess their hypothesis that the most successful individuals in the business think both linearly and laterally (i.e. diagonally). What does this mean? According to the IPA’s hypothesis, great advertisers can determine the exactness of a situation and also devise many solutions and reasons for one problem.
The test is split into two parts, the linear and lateral tests; the two separate sections are what determine the diagonal result. The linear test consists of four sections: Logical Conclusions, Making Arguments, Spotting Assumptions, and Understanding Facts. In essence, the linear test is reading comprehension by testing your ability to arrive from Fact A to Decision B in a straight line. The lateral test is less structural, which is appropriate. It consists as four parts which are randomly chosen from a database of situations; it assesses how you arrive at a solution and the approach you take to making a decision. The lateral test is applicable because it presents you with situations that you would encounter on a day-to-day basis in the advertising industry.
While I don’t think that a single test should be used in determining whether someone is “advertising material” or not, the IPA has definitely given the industry a good base to go on. The test serves as an excellent self-assessment, whether you’re a professional already in the industry or if you’re wondering if advertising is right for you. If you have a spare 40 minutes during your lunch break or when you get home, I would recommend taking it – you might be surprised with the results.