Conceptualize
Once the preliminary data has been collected, the next step is to put it to use. In the conceptualization stage, the research is coalesced into a single cohesive story, and then the designer begins to come up with different approaches and ideas that meet the specified requirements. This brainstorming phase is more centered around generating a large quanitity of unrefined ideas, rather than centering on a single idea and flushing it out to a finished design.
More often than not, a designer will come up with a 'good' idea, and then decide that they've done enough conceptualization and immediately begin implementing that one idea. This is a major mistake! Even if the 'good' idea truly is, it's impossible to show that if there's nothing else available to compare it to. And if there is a flaw in that 'good' idea, then the designer is forced to jump back from implementation all the way back to conceptualization which wastes time.
This isn't to say that there's no value in iteration, but rather iteration is most useful when it's done rapidly and repeatedly, which is the purpose of the evaluation phase.
