The Basadur Profile.
Measure the cognitive diversity and different innovative thinking styles on your teams.

Do you want your teams to have more empathy for how they think differently?

Would you like to understand why some people on a team may be in conflict with each other?

Do your teams get stuck or fail to get things done?

What if your team doesn't have enough implementers

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 thinking styles & cognitive diversity of your team today and be on your way to more collaborative, innovative teams.


Contact us today to drive collaboration, creativity, and growth.

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