The co-creation lab is a tool that puts consumers at the center of the innovation process. The tool lets brands develop and allows it to test concepts in an interactive way together with consumers. In a co-creation lab, consumers are asked to take an active part in developing concepts and to give feedback on their results and experiences in discussion with each other while experiencing the brand itself. Often, people are asked to test existing offers and share their real-life reactions with the group. The output from the co-creation lab provides concrete input for the innovating organization.