Co-creation is all about putting customers in the driver seat. In a co-creation workshop, a small group of customers engage in interactive sessions in which they share out-of-the-box ideas about a product category and how it might evolve. Using creative techniques such as projection and association, we identify drivers and barriers. Next, the team presents the concepts, designs or prototype routes they have created based on the key findings from these sessions. Comparing consumer-generated ideas with those developed by R&D and marketing brings concepts to a higher level.