Design thinking, co-creation and consumer involvement in research and innovation

In an era where consumers are no longer passive recipients but active participants in shaping products, services and knowledge, traditional consumer research methods are being reimagined. This chapter explores the intersection of design thinking, co-creation and citizen science as a dynamic methodological triad for consumer research. These approaches share a commitment to inclusivity, empathy and iterative learning, principles that resonate strongly with contemporary demands for more responsive and responsible innovation.
Design thinking offers a human-centred framework for problem-solving that emphasises empathy, ideation and prototyping. Co-creation extends this by inviting consumers and stakeholders to collaboratively generate value, while citizen science introduces participatory models from the scientific domain, enabling laypeople to contribute meaningfully to data collection, analysis and interpretation. Rooted in innovation research, participatory design and science and technology studies, these methods have evolved as interdisciplinary responses to the growing demand for more inclusive, user-driven and socially responsive approaches to knowledge creation and problem-solving. Together, these methods not only enrich the research process but also democratise it, bridging the gap between experts and end-users and fostering deeper engagement, trust and relevance.
This chapter outlines how these methodologies can be integrated and adapted for consumer research, offering practical insights and case examples to guide researchers in designing more inclusive, innovative and impactful studies.