In our case study, we investigate the use of digital configurators within market research online communities (MROCs) as viable tools to empower consumers and fuel front-end innovation. Based on an online research community by Braun, an electronic devices brand of P&G, which featured a hairdryer configurator, we provide insights into how configurators can engage consumers and facilitate the dialogue in MROCs. It is highlighted how configurators help explore desirability and preferences of product features by having a guided conversation within a well-defined corridor. We argue that configurators may help design efficient co-creation processes whilst eliciting feelings of empowerment and freedom, i.e. performing meaningful and constructive tasks in new product development.