Note: this tool is based on the following academic paper (thank you for citing this paper when referring to the tool): Toubia, Olivier, and Oded Netzer (2017), 'Idea Generation, Creativity, and Prototypicality, Marketing Science, 36(1), 1-20. Download paper.
You may also read about the research behind this tool on these following links: Science Daily article, Columbia Business School 'Ideas at Work'.