When developing a successor of an existing product, it is relatively easy to involve consumers in the early stages of the process - one could for example observe them using the current products, and discuss with them what could be improved. However, when creating products from 'scratch', consumers might find it difficult to articulate future needs, to appreciate the potential and limitations of new technologies, or think about possible applications. So, consumer "co-creation" in the early creative phase will require alternative approaches towards user requirements definition, concept development, and concept feedback. A range of different approaches to include the consumer perspective early in the development process will be presented. Furthermore, implications from a Human Factors perspective will be discussed.