Every new product and every new product development process starts with the idea generation. Idea generation is a process in which creative thinking is used to produce large amount of ideas for new products. It is very important that all ideas no matter how ludicrous or extreme may sound, be gathered.

This process should be on–going, have a specific purpose, involve the whole of the company including its clientele. Based on what said above the problem of this level is to generate as many ideas as possible and manage them in such a way that it will be possible and easy for screening them later on.

Ideas for new products can easily come from the very customers of a company. This can be accomplished by gathering information about the needs and preferences. Then when all data is collected a series of tools help Averlink quantify these needs and translate them into new product ideas.

Assessment 1 evaluates the ideas generated in Level 1 and both the way and the tools used for idea generation. According to the answers a user gives to the questions a GO, HOLD or KILL decision is provided for further progression in the roadmap and specifically to Level 2.