The idea generation module is a standard part of a concept test but it can also be used separately. The idea behind this approach is based on storytelling theories. For generating ideas, it is important to understand the language of the consumer. In normal research with statements, ideas are often validated but not developed. With storytelling, this works differently.
Idea generation starts with the vision of the category or domain. By collecting both free associations in combination with stories, real insight into what drives the consumer is attained. Idea generation is a powerful way of arriving at insights that are actually based on the brain of the consumer.