The purpose of this paper is to improve the existing methods of building new product concepts in a qualitative "two-case" case study with action research approach combined with method comparison. Companies need an effective method to create radical product concepts and product visions. The commonly used focus group method is too simplistic for achieving deep understanding about the user needs. Innovation competitions are seen as a solution to the following major industry challenges: ineffectiveness of traditional market research, structural innovation gap, closed innovation paradigm, and the low amount, low quality and low variance of innovation opportunities. A new design for next generation innovation competition, the "InnoCoop" method, is introduced. InnoCoop produces more holistic product concepts, involves management in participation, is active in terms of working methods, offers more surprise elements, and produces more creative ideas. Traditional method produces singular, but concrete ideas and is more passive in terms of working methods.