The Research behind Dual Thinking

Since 2010, we have interviewed over 2.5000 people in Germany and the United States (IQudo Ideation Study II, New York / San Francisco, 2015) about what drives their creativity on the job. In our latest IQudo Ideation Survey III (2016), at the Mercedes-Benz Technology Center (MTC) we found that 37 percent of the 155 engineers have their best ideas on the job. The study had been conducted by Tobias Kind at the renowned KIT-EnTechnon in Karlsruhe.


People having their best ideas at work

56 engineers

Group B / Job-Inspired

People NOT having their best ideas at work

96 Engineers
Group A / Job-Uninspired

Key Findings of our Research

IQudo Ideation Study III (KIT/Mercedes-Benz, 2016)

The IQudo Ideation Study III found that PASSION is the #1 reason for on-the-job creativity. 55 percent of the Mercedes-Benz engineers cited "love for the job" as the number one reason for their on-the-job creativity. What further drove the resourcefulness of the engineers was the inspiration between the co-workers (51%), plus the fact that creativity was required by the management (50%).

Surprisingly, for most of the job inspired engineers, time plays a minor role; "Time to ponder" came in sixth place only (10%). (Multiple answers possible.)

The survey results show that for innovation to thrive leaders need to ignite the passion within their employees, foster collaborative relationships, and demand creativity.

Out of these results, we developed Dual Thinking. The new method can equally be applied to finding a corporate vision, fostering a start-up mentality as well as developing creative solutions and business models.









The Evolution of Dual Thinking

We have identified three main types of innovation approaches:

Innovation out of Passion finds the solution to a problem out of the intrinsic motivation of the developer. Great inventors like Thomas Edison for instance, were passionate about innovating. Criticism: In this digital age, the self-centered focus is prone to not meeting the needs of users.

Design Thinking finds a solution by observing the user. The key focus here is Empathy. Great examples of Design Thinking are websites like Amazon. Criticism: This one-sided focus on the user carries within the danger of not following one's own passion. Generations Y and Z in particular aim to follow their passion.

Dual Thinking seeks a solution based on the developer's desires as well as the wants and needs of the user. Dual Thinking combines two characteristics: passion and empathy. Therefore, a great idea is to be found in the space between the developer and the user. A conclusion worth pausing over. This dual approach fosters job- and user satisfaction.


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Learn more about the Dual Thinking Process