How objective is ideation?

Design is primarily an objective process in its methods and techniques whereas evaluation of the design outcome contains both objective and subjective judgements, say "function" versus "feel" of the designed product or service. Design ideation, however, is, arguably rather a subjective process. It is based on socio-economic realities yet influenced by cultural values and contexts, and, at least in a western perspective preconditioned on freedom to speak, to express one’s self, and to live in societies with fairness and justice. Ideation, then, turns the early stages of the design process mainly into a subjective activity that reflects the values, tastes or opinions of the designer/ideator. The subjective approach, however, does not exclude designing with the end user in mind. That is, the designer designs with empathy too.