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New research-based innovation method.
Dual Thinking by IQudo
Dual Thinking promotes employee engagement and user experience.
IQudo Ideation Study III (2016).
The Research behind Dual Thinking
The IQudo Ideation Study III found that 37 percent of the 155 Mercedes-Benz engineers surveyed have their best ideas while working. The study was conducted at the Karlsruhe Institute of Technology in collaboration with Mercedes-Benz. **
People having their best ideas at work
56 engineers Group B / Job-inspired
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People NOT having their best ideas at work
96 engineers Group A / Job-uninspired
Key Findings from our Research.
Passion drives On-the-job Creativity
According to the study, passion is the main reason for creativity in the workplace. 55.2 percent of Mercedes-Benz engineers cited „love for the job“ as promoting creativity.
Other top reasons for ingenuity on the job include inspiring colleagues (51.7%) and creativity demanded by management (50%).
Surprisingly, time (10.3%) and interior design (0%) play a minor role for job-inspired creatives. Instead, „behavioral freedom“ made it to 4th place (17.2%).
PASSION
55%
INSPIRING CO-WORKERS
52%
CREATIVITY IS REQUIRED
50%
BEHAVIORAL FREEDOM
17%
OPPORTUNITIES FOR DEVELOPMENT
15%
TIME TO PONDER
10%
INTERIOR DESIGN
0
0%
Dual Thinking integrates passion, purpose, empathy, and the possibilities of technology to develop creative solutions.
Four good reasons to apply Dual Thinking.
Dual Thinking at a Glance
Dual Thinking helps employees to identify and follow their passion.
Dual Thinking supports creative thinking and innovative development.
Dual Thinking helps companies to get back their startup spirit.
Dual Thinking fosters user experience and customer satisfaction.
The Dual Thinking Model consists of 8 phases.
Dual Thinking Model
Dual Thinking vs. Design Thinking.
Why Dual Thinking?
Design Thinking: Emphasis on Empathy
In Design Thinking, the developer finds a solution by observing the user. The key component is empathy. But, this one-sided focus on the user carries within the danger of not following one‘s own passion.
Dual Thinking: Focus on user and developer
With Dual Thinking, the developer aims for a solution rooted in both his personal aspirations and the user’s needs and wants. This dual method integrates intrinsic drive and empathy.
Client: Barmer
Dual Thinking Workshop Impressions
Magazine: managerSeminare 274, 01/2021
Dual Thinking in the News
How to foster a Start-up Mentality | Innovation Method Dual Thinking
How to cultivate a start-up spirit in established companies? Creativity researcher Robert Gerlach is convinced that it involves not only understanding the needs and wants of the user, but also being passionate about one‘s own work. The Dual Thinking innovation approach fosters this mindset by enabling developers to pursue ideas they are genuinely passionate about and focus on the user wants.
Content:
IQudo Ideation Study 2016: Why people do have their best ideas at work.
Better Dual: Why Design Thinking is too one-sided.
Starting point: How to trigger engagement.
Coopetition: How ideation thrives in small, intimate settings and is enhanced by competition.
Core message:
Amidst the hype surrounding the Design Thinking innovation approach, an important aspect often gets overlooked. One that plays a significant role when it comes to creativity and innovation: people have great ideas because they are passionate about something. They see meaning in what they do. Almost every great invention originated this way. Of course, the user‘s needs and wants have to be factored in, as well. The Dual Thinking innovation approach integrates both sides: the passion of the developer and the needs and wants of the user.
Article by Robert Gerlach, managerSeminare 274, January 2021.
