Successful commercialization of new products is a business need. Best, Rehberg, and Schraudner suggest a collaborative, user-centered ideation phase that includes gender aspects from the very beginning of the research and development process. Based on a case study from Fraunhofer's Discover Markets, they identify five rules for participative innovation processes, allowing for the integration of women's wishes and needs. The integration of gender aspects is part of the Responsible Research and Innovation (RRI) framework. The suggested participative process offers the possibility to combine commercial success with (social) responsibility.