A working session with a group of two or more people, aimed at generating a range of different ideas or solutions to a marketing challenge, advertising issue, or advertising message. This is frequently done through the use of thought-provoking stimuli, to open up participants’ imaginations. Ideation sessions are typically led by a trained moderator who utilizes a variety of methods to elicit a range of responses. Ideation sessions can be conducted with consumers or with employees of companies or creative teams, to help generate new ideas.
