Research benefits – and needs – the input from patient organizations and the direct users of novel technologies and research outcomes. We want to hear from you! Dutch citizens drove the development of the national Netherlands Research Agenda (NWA), where the main interests in society for future areas of research were summarized in 25 routes. 4 of these routes pertain to neurotechnology: healthcare and prevention, personalized medicine, smart industries, and NeuroLab-NL: an initiative to understand the workings of the brain. Field labs were created so our industry partners can direct validate novel technologies with direct feedback from citizens. Co-creation is the way to develop solutions that society actually needs.