In 2016, Merck KGaA, Darmstadt, Germany posed a challenge to us following a global corporate rebrand: How could the company demonstrate its transformation into a vibrant science and technology company? The ‘Curiosity Initiative’ was born and served as the lever to articulate the company’s scientific and technological innovations in a global and differentiating way, based on the idea that breakthroughs begin with curiosity.
Over the past few years, Rabin Martin has worked closely with Merck KGaA, Darmstadt, Germany to develop rich, strategic communication assets that demonstrate the company’s leadership in the area of workplace curiosity as a driver of innovation. In partnership with global curiosity and innovation experts, our team developed a scientifically robust survey to measure workplace curiosity, rolled out in three markets (Germany, China and United States) to 3,000 employees across five different business sectors. After analyzing the data, we worked with Merck KGaA, Darmstadt, Germany to create the State of Curiosity 2018 Report – an evidence-based exploration of how cultivating a culture of curiosity in the workplace leads to open, innovation-friendly environments where passionate teams can contribute effectively to business success.
• Curiosity can be broken down into measurable units, with four key dimensions: Joyous Exploration, Deprivation Sensitivity, Openness to People’s Ideas and Stress Tolerance.
• Who are the most curious of the curious? Millennials, compared to all other generations, and Germany, compared to China and the United States.
• Survey respondents identified a few primary curiosity enhancers (factors in the workplace that make it easier for people to be more curious): freedom to choose their own means to accomplish assigned tasks, personal responsibility of their projects and time for exploration.
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