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Idea generation Definition

All of those activities and processes that lead to creating new product or service ideas that may warrant development.

Idea generation in marketing research is the process of creating new concepts, solutions or approaches – often related to products, services, branding or messaging – based on consumer needs, market trends and business goals. It typically takes place during the early stages of innovation or problem-solving.

What are key aspects of idea generation within the marketing research industry?

• Brainstorming sessions with consumers or stakeholders.
• Use of qualitative methods such as focus groups or in-depth interviews.
• Techniques like mind mapping, SCAMPER or forced connections.
• Iterative refinement of ideas based on feedback.
• Integration of insights from trend analysis or competitor benchmarking.

Who relies on idea generation in the marketing research and insights industry?

• Product development teams.
• Brand managers and marketing strategists.
• Creative agencies and design teams.
• Consumer insights professionals.
• Innovation consultants.

Why is idea generation important in market research?

Idea generation fuels innovation and competitive advantage. It helps uncover unmet consumer needs, inspires fresh thinking and enables organizations to build more relevant and differentiated offerings. It’s also a critical first step in the ideation-to-execution pipeline.

How do market researchers use idea generation?

Market researchers facilitate ideation workshops, moderate co-creation sessions and gather input through surveys or interviews to collect a broad range of ideas. They then analyze and categorize these ideas to identify promising directions and inform concept development or prototyping.