Using the exactly solvable Gross-Neveu model as theoretical laboratory, we analyse in detail the relationship between a relativistic quantum field theory at real and imaginary chemical potential. We find that one can retrieve the full information about the phase diagram of the theory from an imaginary chemical potential calculation. The prerequisite is to evaluate and analytically continue the effective potential for the chiral order parameter, rather than thermodynamic observables or phase boundaries. In the case of an inhomogeneous phase, one needs to compute the full effective action, a functional of the space-dependent order parameter, at imaginary chemical potential.