Led by researcher Martin Obschonka, the team examined nearly 800,000 completed results from TIME Magazine’s “Harry Potter Personality Quiz.” Their analysis revealed a striking pattern: areas with a larger share of respondents who resemble Gryffindors or Slytherins tend to show higher rates of start-up creation. Scholars from NEOMA Business School, the University of St. Gallen, and the University of British Columbia also contributed to the project.
The findings appear in the journal Small Business Economics.
Fiction as a lens into entrepreneurial character
Entrepreneurship studies typically focus on a narrow set of personality elements, such as risk-tolerance or inventiveness. Obschonka argues that this overlooks the deeper personality configurations that inspire individuals to challenge norms and pursue bold ideas.
He points out that psychology lacks a personality model specifically designed to capture the rebellious, opportunity-seeking mindset that entrepreneurs often display. The Hogwarts sorting system, though fictional, offers a simple framework for comparing people based on recognizable character themes.
A nationwide dataset built from online quiz results
The research drew on a unique set of data: almost 800,000 Americans who voluntarily took TIME’s character quiz, co-designed with members of the study team. Participants responded to statements about things like confronting fears or bending the truth. Their answers allowed researchers to map the distribution of “house-aligned” traits across U.S. regions.
Regions with a stronger presence of Gryffindor- and Slytherin-like profiles consistently showed more entrepreneurial activity - even after adjusting for economic conditions and well-established personality factors related to entrepreneurship. A separate two-wave survey of more than 1,000 individuals confirmed that those who scored higher on either of these house profiles were more likely to express entrepreneurial goals and confidence in starting a business.
Obschonka finds it remarkable that a fictional sorting system can still illuminate real behavioral tendencies linked to entrepreneurship.
What both houses share: defying the rules
The research highlights a common thread between Gryffindor and Slytherin: both are rooted in a willingness to challenge rules and disrupt the status quo. Their motivations differ - Gryffindors are typically seen as noble risk-takers guided by moral purpose, while Slytherins are often motivated by strategic ambition and personal gain - but both perspectives involve breaking from convention.
These contrasting forms of rule-defiance helped the researchers conceptualize different paths into entrepreneurship: one based on courage and ideals, the other on drive and calculated planning.
The Harry Potter narrative itself shows that innovation and transformation usually require someone willing to push limits - whether bravely or shrewdly.
As Obschonka explains, many new ventures are born when individuals step outside expected boundaries, pursue unconventional ideas, and rely on either steadfast principles or sharp competitive instincts. These enduring personality tendencies may shape not only what opportunities people notice but also how they act on them.
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