INNOVATION, MARKETS AND TECHNOLOGICAL

DEVELOPMENT
Lizbeth Carolina Martínez Salas LAF ID: A01610939

BTSA Benziger Thinking Styles Assessment

Dr. Benziger has been characterized for a few decades for being the most outstanding
expert in the study and research of psychology and teaching of personality models and
neuropsychology to professionals in the area of human resources. With the observations
and studies carried out he made two discoveries: the first is the prolonged falsification of
the type of a person, and the second is the falsification of people by the effort of applying
Jung models in their types of people, which often These were ineffective.

Katherine Benziger is also known for the study on Thinking Styles, or better known as
the BTSA (Benziger Thinking Styles Assessment), which has become one of the best
tools to help people to develop skills of self-control, collaboration, among others and
likewise study the behavior and thinking of people when processing information.

The BTSA is based mainly on the Jung’s model, which classifies the cerebral cortex in 4
specialized areas:

• Posterior Left Convexity: Also known as Sensation in the Jung’s model, which is more
oriented towards the attention of details, which direct the person towards specific objects
to achieve a specific function in a precise way.

• Posterior Convexity Right: Like the function of Jung called feeling, this area allows to
maintain contact relationships with others and to be more sensitive to the transmitted
sounds, focusing main attention on the presence or absence of harmony in the received
information.

• Frontal left: Also known as Thought, is focused on the logic, precision and behavior of
goals development.

• Frontal right: Based on intuition allows to be more sensitive to changes in the

environment by developing creativity, innovation and imagination skills to transform
patterns in a non-verbal way.

The Benziger’s model maintains a close relationship with Creativity and Innovation,
because it allows the brain to label each area without the issuance of value judgments
to classify each of them equally, since each area allows the development of different
skills and abilities. Which is constantly necessary to maintain an active innovation to
maximize ideas and processes and continuously face new challenges with a more
advanced degree of difficulty, to find answers to the unknown. In addition to allowing
group collaboration, it identifies the main area with which each person works so that in
this way the development of processes or decision making can be more precise
collaborating with other areas of the brain to present greater satisfaction and success in
the development of goals.

References
KBA The Human Resource Technology Company. (s.f.). BTSA. Obtenido de Benziger
Breakthrough: http://www.benziger.org/espanol-index.html