Lately, collaborative research has gained recognition. The balance between scientific rigour and practical relevance is a continuing issue within construction management research. The purpose of this paper it to describe a cross-industry and cross disciplinary approach to co-creation of knowledge through a collaborative research approach. A collaborative research project on the topic communication regarding customer specific demands is presented using a model with two interacting cycles for knowledge creation. Two construction companies, a housing company with off-site manufacturing and a small subcontractor manufacturing street doors and front doors, are participating. Four other companies within mechanical manufacture, telecom and consultancy are involved. To engage the companies, the project emphasizes activities not adding any contribution to academic production. Networking, industrial education, publications in trade journals, participation in trade fairs etc. might be essential to convince the industry of the practical relevance. The findings prove that applied research does not need to be isolated to specific industries or disciplines, as the collected data are applicable to the different participating companies' despite of their differences.