Idea generation is the first step in the new product development process, which is the systematic search for new product ideas. The goal is to generate a large number of potential concepts for further evaluation.
Sources of ideas can be internal (e.g., R&D, employees, sales personnel) or external (e.g., customers, competitors, distributors, suppliers, scientific publications). Idea generation requires creativity and broad thinking in order to identify customer problems and needs that can be solved by a new product.
