Lay$$s potato chips hold a contest called $$Do Us a Flavor,$$ in which customers pitch new flavor combinations of the popular Lay$$s potato chip for the chance to win $$1$ million. Contestants submit flavor ideas on the $$Do Us a Flavor$$ website. They choose a catchy title, select up to three ingredients, create a quick pitch, and design the bag. What stage of the new$-$product development process is described by this stage of the Lay$$s contest?

Test marketing

Idea screening

Commercialization

Idea generation