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Ideation Definition

The process of forming and relating ideas. It is important in creativity, innovation and concept development.

Ideation in marketing research is the structured process of generating, developing and refining ideas to address specific consumer needs, market gaps or innovation challenges. It often involves collaborative sessions that combine creative thinking with consumer insights.

What are the key aspects of ideation?

• Consumer-centered and insight-driven.
• Often involves diverse participants (e.g., customers, employees, designers).
• Utilizes techniques like brainstorming, storyboarding and role-playing.
• Encourages volume first, refinement later.
• Frequently paired with qualitative and ethnographic research.

Who relies on ideation within the marketing research industry?

• Innovation teams.
• Consumer insights professionals.
• Brand and product managers.
• Research and development departments.
• Strategic planning units within agencies or corporations.

Why is ideation important in market research?

Ideation is vital because it transforms raw data and insights into actionable concepts. It helps ensure that new ideas are grounded in real consumer needs and are more likely to succeed in the market. It also fosters collaboration and unlocks creative potential across teams.

How do market researchers use ideation?

Market researchers lead or facilitate ideation workshops, synthesize findings to spark new thinking and guide teams through exercises that merge consumer insights with creative exploration. Outputs from ideation sessions often feed directly into concept development and testing.