Co-production, or co-creation, is becoming the cornerstone of marketing and design practices and a sort of managerial mantra that is rapidly gaining momentum both at professional and academic level. Despite a growing interest for this topic, there seems to be a lack of researches investigating the level of interest and participation of customers in co-creation activities and the drivers and motivations that might trigger co-production. This paper presents the results of a research run by Politcnico di Milano School of Management in collaboration with AC Nielsen, Nielsen Online and Connexia in 2007 among Italian consumers to determine the size and characteristics of the co-creation phenomena.