UX design serves as the customer advocate, coordinating across departments and bridging the all-too-common product/development divide to ensure that the "voice of the consumer" is heard. The concern of the consumer is the driving factor for the work of the UX Designer, thus, it is important that the UX Designer consider the plights of the Consumer in his own Ideation Process.
The UX Designer can employ two distinct methods in using consumer insights for their Ideation sessions, these methods are:
Consumer Insights starts with the consumer, lands on the Designer's table for consideration, and can ultimately reflect in the product once it is validated. Since the product is for the consumers, then it is wise that their insights are the focus the Ideation Process.
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