The first step of new product development requires gathering suggestions to be assessed as potential product options. Idea generation can be an ongoing process with contributions from inside and outside the organization. Early morning foods might use research techniques such as research to get a concept of types of cereal that they might enjoy, encouraging customer responses and recommendations via toll-free cell phone volumes and website varieties. It is very important that the marketing manger gets a great deal of information from the customers because they're the ones who'll be buying the product, and getting information on competitive product innovations through extra data options. One important research approach used to create ideas is brainstorming where open-minded, creative thinkers from outside and inside the company gather and show ideas.