Ideation is the role of an idea generator.

This involves design research, understanding processes and systems, thinking about design and design thinking. It requires empathy and understanding of people and their needs. It is the ability to identify problems or challenges and implement a solution to effect change or improvement. It is about analysis. It is to visually map and communicate findings and suitable solutions. It is to produce solutions in various formats by collaborating with experts in other sectors to produce a final product, system or campaign.