Ideation is a process of generating ideas for further development, exploration and testing. While teams often start with a few ideas for a specific market opportunity, they must first step back and generate fresh ideas and insights based on emerging industry trends and changing consumer needs. This encourages the generation of a wide range of possible ideas for new strategies, products or features that might serve the identified opportunity. 

Traditional ideation techniques include brainstorming sessions, ethnography and focus groups. Emerging ideation techniques include market research online communities, idea voting portals and bulletin-board focus groups.

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