Brainstorming leads to many product, advertising, promotional, event, sponsorship and other marketing ideas.

IMI's I-Screen was developed as a means of quantifiably reducing the number of alternatives warranting further consideration. Ideas are ranked relative to each other to determine the 'best' and 'worst'.

Additionally, IMI's Impact Norms (Success Norms) are used as a cut-off point to determine which, if any of the ideas, have the potential to generate participation (change in behaviour) and positively impact attitudes.

Typically there may be anywhere from 4 to 12 ideas that are screened, however, a limit of four concepts per respondent cell is imposed.