In the new product development process, the purpose of idea generation is to create a large number of ideas and the purpose of the next set of stages in the process is to reduce that number.

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Idea generation is the first stage in the new product development process, where the goal is to generate a large number of new ideas. The subsequent stages such as screening, concept testing, and business analysis are aimed at filtering out unsuitable or unfeasible ideas and reducing the number of ideas to a manageable level.

In the New Product Development Process, the Purpose of Idea