Abstract The research presented in this paper explores features of temporal design neurocognition by comparing regions of activation in the brain during concept generation. A total of 27 engineering graduate students used brainstorming, morphological analysis, and TRIZ to generate concepts to design problems. Students' brain activation in their prefrontal cortex (PFC) was measured using functional near-infrared spectroscopy (fNIRS). Temporal activations were compared between techniques. When using brainstorming and morphological analysis, highly activated regions are consistently situated in the medial and right part of the PFC over time. For both techniques, the temporal neuro-physiological patterns are similar. Cognitive functions associated to the medial and right part of the PFC suggest an association with divergent thinking and adaptative decision making. In contrast, highly activated regions over time when using TRIZ appear in the medial or the left part of the prefrontal cortex, usually associated with goal directed planning.