Summary Aarhus University (Department of Management) will host the first conference for the Danish Innovation Index (DII). The aim is to bring researchers and company representatives together for a half-day online conference centered around the innovativeness of companies as perceived by consumers. DII concentrates on consumers’ perception of companies across industries in the Danish market. The measures are centered around innovativeness and related terms such as loyalty, attractiveness, and emotional connection examining firms’ strategic positioning. Sharing the results of the DII means sharing valuable insights for the industry and establishing a dialogue between researchers and practitioners about companies’ innovativeness from a market perspective.