. The Ten Item Personality Inventory (TIPI) is the leading brief instrument for the ``Big Five’’ personality measurement. However, TIPI’s design has suboptimal features: agree-disagree response options, numeric instead of verbal response labels, and multiple items per page. This paper presents a version of TIPI that addresses these problems. Using two nationally representative sample surveys, we compare the original and revised TIPIs on several dimensions: completion time, item nonresponse, paired item reliability, and validity based on relations to other variables. Completion time is the same and item nonresponse rates are low, while reliability and criterion validity for the revised TIPI is better than the original. The results show how better personality data can be obtained at no additional cost by optimizing questionnaire design.