.motivator {
display: inline-flex;
align-items: center;
box-sizing: border-box;
padding: 0.2em 0.5em;
border-radius: 7px;
font-weight: bold;
}
.motivator::before {
content: "";
flex-shrink: 0;
left: 0.4em;
width: 1.6em;
height: 1.6em;
background-size: contain;
background-repeat: no-repeat;
margin-right: 0.4em;
}

/* RATIONALS (blue) */

.motivator-uncomplicated {
    border: 1px solid #a2bfe6;
    /* color: #a2bfe6; */
}
.motivator-uncomplicated::before {
    background-image: url("https://apexscore.ai/wp-content/uploads/2025/03/uncomplicated_back-rational@3x.webp");
}

.motivator-responsive {
    border: 1px solid #a2bfe6;
    /* color: #a2bfe6; */
}
.motivator-responsive::before {
    background-image: url("https://apexscore.ai/wp-content/uploads/2025/03/responsive_back-rational@3x.webp");
}

.motivator-predictable {
    border: 1px solid #a2bfe6;
    /* color: #a2bfe6; */
}
.motivator-predictable::before {
    background-image: url("https://apexscore.ai/wp-content/uploads/2025/03/predictable_back-rational@3x.webp");
}

.motivator-meaningful {
    border: 1px solid #a2bfe6;
    /* color: #a2bfe6; */
}
.motivator-meaningful::before {
    background-image: url("https://apexscore.ai/wp-content/uploads/2025/03/meaningful_back-rational@3x.webp");
}

.motivator-involved {
    border: 1px solid #a2bfe6;
    /* color: #a2bfe6; */
}
.motivator-involved::before {
    background-image: url("https://apexscore.ai/wp-content/uploads/2025/03/involved_back-rational@3x.webp");
}

.motivator-forward-thinking {
    border: 1px solid #a2bfe6;
    /* color: #a2bfe6; */
}
.motivator-forward-thinking::before {
    background-image: url("https://apexscore.ai/wp-content/uploads/2025/03/forward-thinking_back-rational@3x.webp");
}

.motivator-distinct {
    border: 1px solid #a2bfe6;
    /* color: #a2bfe6; */
}
.motivator-distinct::before {
    background-image: url("https://apexscore.ai/wp-content/uploads/2025/03/distinct_back-rational@3x.webp");
}

/* Afforable and Valuable	 */
.motivator-affordable {
    border: 1px solid #a2bfe6;
    /* color: #a2bfe6; */
}
.motivator-affordable::before {
    background-image: url("https://apexscore.ai/wp-content/uploads/2025/03/affordable_back-rational@3x.webp");
}
.motivator-valuable {
    border: 1px solid #a2bfe6;
    /* color: #a2bfe6; */
}
.motivator-valuable::before {
    background-image: url("https://apexscore.ai/wp-content/uploads/2025/03/valuable_back-rational@3x.webp");
}

/* ======================== EMOTIONAL ======================== */

.motivator-respectful {
    border: 1px solid #dce9ad;
    /* color: #dce9ad */
}
.motivator-respectful::before {
    background-image: url("https://apexscore.ai/wp-content/uploads/2025/03/respectful_back-emotional@3x.webp");
}

.motivator-relatable {
    border: 1px solid #dce9ad;
    /* color: #dce9ad */
}
.motivator-relatable::before {
    background-image: url("https://apexscore.ai/wp-content/uploads/2025/03/relatable_back-emotional@3x.webp");
}

.motivator-principled {
    border: 1px solid #dce9ad;
    /* color: #dce9ad */
}
.motivator-principled::before {
    background-image: url("https://apexscore.ai/wp-content/uploads/2025/03/principled_back-emotional@3x.webp");
}

.motivator-joyful {
    border: 1px solid #dce9ad;
    /* color: #dce9ad */
}
.motivator-joyful::before {
    background-image: url("https://apexscore.ai/wp-content/uploads/2025/03/joyful_back-emotional@2x.webp");
}

.motivator-honest {
    border: 1px solid #dce9ad;
    /* color: #dce9ad */
}
.motivator-honest::before {
    background-image: url("https://apexscore.ai/wp-content/uploads/2025/03/honest_back-emotional@3x.webp");
}

.motivator-empathetic {
    border: 1px solid #dce9ad;
    /* color: #dce9ad */
}
.motivator-empathetic::before {
    background-image: url("https://apexscore.ai/wp-content/uploads/2025/03/empathetic_back-emotional@3x.webp");
}

.motivator-dependable {
    border: 1px solid #dce9ad;
    /* color: #dce9ad */
}
.motivator-dependable::before {
    background-image: url("https://apexscore.ai/wp-content/uploads/2025/03/dependable_back-emotional@3x.webp");
}

.motivator-authentic {
    border: 1px solid #dce9ad;
    /* color: #dce9ad */
}
.motivator-authentic::before {
    background-image: url("https://apexscore.ai/wp-content/uploads/2025/03/authentic_back-emotional@3x.webp");
}

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How Apex Uses AI

How Apex uses AI, machine learning, and human expertise to drive speed, confidence, and predictive accuracy.

Usage of AI

Apex Documentation

Our guides are intended to offer our readers transparency into our methodology and our practices.<br/><br/>If you have any questions, feel free to reach out to us at [success@apexscore.ai](mailto:success@apexscore.ai) or [our contact page](https://apexscore.ai/contact). 

Introduction

Welcome to the Apex Guides

Everything you need to know to get started with Apex: what to prepare, what to expect, and how we'll work together.

Quickstart

Quickstart Guide

How to get started applying Apex's Motivational Intelligence

Engaging Apex

Clarifying Apex's differentiation by contrasting it with common alternatives

What We Are vs Not

What We Are vs What We Are Not

Explore the 16 human motivators that power Apex's predictive intelligence.

Overview

Learn how Apex quantifies customer motivation using a validated, behavioral-science-backed survey approach.

Measuring Motivation

How Apex Measures Motivation

Why it's important to monitor and respond to evolving audience motivations

Shifts Over Time

Motivational Shifts Over Time

Scientific Due Diligence around the Apex Motivational Framework

Statistical Validation

Quantifying Motivation: Statistical Validation of Apex's Motivational Framework

The foundational building block of Apex. Get the motivational profile of an audience to guide high-impact strategy.

MotiveModel

Assign Apex analysts to solve for a specific business goal and reverse-engineer the most effective actions to influence customer behavior to reach it.

MotivePath

MotivePath Assignments

An embedded intelligence layer that learns, adapts, and prescribes so your strategies evolve with your audience.

MotiveLoop

Explore, compare, and act on motivational intelligence through your own private web interface.

Web Platform

Apex Web Platform

How Apex enhances PRIZM segmentation with motivational intelligence to drive measurable customer outcomes

Environics Analytics & PRIZM

Environics Analytics - PRIZM

How Apex enhances NIQ panel data by adding motivational drivers that explain and influence shopper behavior

NIQ + Panel Data

NielsenIQ - Panel Enhancement

How Apex enhances Dynamic Yield personalization with motivational segmentation that explains why customers act and how to influence them

Dynamic Yield

Dynamic Yield - Personalization Intelligence

How Apex uses synthetic data and connective CRM signals to enhance modeling while reducing audience fatigue

Get Started

Motivations

Products

Integrations

Methodology

Usage of AI

How Apex Uses AI

Get Started

Motivations

Products

Integrations

Methodology

​How Apex Uses AI

How Apex Uses AI