Basadur Profile – Understand your own innovation profile

The Basadur Profile helps individuals and teams

What if your team doesn't have enough implementers

Understanding your own innovation style

The Basadur Innovation Profile Inventory measures your unique blend of preferences for the four stages of the innovation process: generating, conceptualizing, optimizing, implementing.

These preferences are then plotted on a two-dimensional graph. The largest quadrant on the graph represents your preferred style, while the sizes of the other quadrants represent supporting preferences in turn.

The resulting unique blend of styles is your Basadur Innovation Profile.

Understanding your team and/or organization’s innovation style

The true power of the Basadur Profile is using it with teams and/or entire organizations.  Not only do you understand your own innovation style, you learn the style of each of your teammates.  Since opposing styles are where we see potential conflicts, being aware of each other’s differences is very powerful.  Now, instead of in-fighting and canceling each other out, you learn to appreciate these differences and build from them.  Harnessing the power of cognitive diversity drives innovative results!

By plotting each person’s style on a graph, the results are visual, immediate, and very telling of the underlying dynamics in the team.  Do we value short-term objectives? Do we care about getting things done? Do we have an analytical or imaginative bias?  An in-depth analysis is provided for each team as well as some opportunities for growth.

When a team experiences these results, often during a group debrief, the learnings are monumental – for some life-changing.  Everyone takes away some learning that can be directly applied back in their jobs and for many, their personal lives.

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The purpose of the Basadur Profile

We want to harness resources in all four styles to help the individual, team and/or organization cycle smoothly through the complete 4-stage innovation process of finding good problems, further defining these problems and developing basic concepts on how to solve them, developing concrete solutions to those problems, and then implementing the solutions.

We also want to help people use their own Profile to capitalize on their strengths and find fulfillment in their work. The Basadur Profile can also help people identify development opportunities as it is very possible to increase skills in all four stages of the innovation process by training or coaching.

Not a personality test

Some organizations ask their employees to take personality tests to determine their individual thinking and problem-solving styles. However, employees fear the potential uses of the test results. They wonder if they will be shuffled around and or asked to change their personalities if their tests show them to be a poor fit for their job.

The Basadur Profile is much less threatening. It measures states, not traits. It is a tool to help an individual, team, or organization understand how to increase creativity and innovation in a supportive environment. No one profile, or style, is considered more “creative” than any other, each one contributes uniquely to the overall creative process.

The Basadur Profile is a proven assessment tool validated by research that provides insight to how people and teams prefer to think during the innovative process. By identifying these preferred styles, team members can develop a more open mind to their perception of others as well as the various mindsets required to be successful in innovation.  


Discover the innovation styles & cognitive diversity of your team today!

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How The Profile Works?

The first thing the Basadur Profile does is recognize that different people have different capabilities. Depending on the individual, one person’s approach to problem-solving and innovative thinking will be different to someone else’s. 

Some people’s strengths lie in initiating new projects and opportunities, and actively seeking out problems that need solving. Others are at their best when defining and understanding new initiatives. For some it’s about producing concrete solutions and turning ideas into workable reality, while others enjoy finishing things off and taking action to make things happen. 

The Profile identifies these different styles and creates four corresponding categories: Generators, Conceptualizers, Optimizers and Implementers.





Everyone is included and everyone is equally valued.

People can be skilled in all four areas of the Profile. But no matter what they’re good at, everyone is included and everyone is equally valued. By freeing people up to do what they do best, the Profile allows maximum input from the maximum amount of people. In doing so it maximizes creative thinking and collaboration – the very sources of innovation.

The 4 distinct preferred styles of thinking.

  • Get things started, get involved, gather information, ask questions.
  • Sense problems, imagine possibilities, see opportunities.
  • View things from different perspectives.
  • Prefer generating more ideas rather than evaluating existing ones.
  • See relevance in almost everything.
  • Comfortable with ambiguity.
Typical occupations include:
Non-Profit/University Administrators
Training and Development 
Advertising Creatives
  • Like defining problems and coming up with ideas.
  • Like to see the big picture.
  • Form quick connections, see opportunities and benefits.
  • Distil seemingly unrelated observations into integrated explanations.
  • Don’t like proceeding until situations are fully understood and problems well defined.
  • Want theories to be sound and precise.
Typical occupations include:
Market Researchers
Organization Development
Product Developers
Research & Development
Strategic Planning
IT Senior Consultants
  • Turn abstract ideas into practical solutions.
  • Like single correct answers to problems.
  • Can sort through large amounts of data, and pinpoint faults.
  • Confidently make sound evaluations and select the best solutions.
  • Have little patience with ambiguity.
  • Interested in idea evaluation, selection and action planning.
Typical occupations include:
Engineering/Engineering Design
Manufacturing Engineering
IT Programmers/Analysts
IT Systems Developers
Technical Customer Support
  • Enjoy getting things done and being involved in new experiences.
  • Excel at adapting to specific circumstances and making things work.
  • Like to try things out for real rather than mentally test them.
  • Risk takers: don’t need to completely understand something before taking action.
  • Willing to try as many approaches as necessary until they find one that works for everyone.
  • Enthusiastic and at ease with others, but can appear impatient or even pushy when moving to action.
Typical occupations include:
IT Operations
Secretarial/Administrative Support
Project Managers
Customer Relations

Discover the innovation styles & cognitive diversity of your team today. 


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Find out with the InQ survey.

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