Purpose The purpose of this paper is to reflect on interactive research as a means to create relevant knowledge in the domain of operations management in general and specifically in the context of production start-up. Design/methodology/approach The reflection on the use of interactive research in production start-ups was based on a study of two completed interactive research projects. The lens for reflection was a framework including context, quality of relationship, quality of the research process itself and outcomes. Findings The context was industrial manufacturing companies in Sweden, with different kind of challenges related to production start-ups, such as collaboration between involved functions and suppliers, competence development and work routines. Indicators of the quality of relationship between researchers and practitioners were initiated development activities and new collaboration between functions, within the company, between companies and in supply chains. The reflection of the quality of the research process itself was based on an interactive research process including four iterative steps with regular follow-ups allowing joint practitioner and researcher reflection on the progress. Identified outcomes included increased awareness and competence on how to deal with production start-ups, improvements of communication, work procedures and structures, better use of competences, increased cross-functional dialogue and cultural understanding. Practical implications - Implications for practitioners are the possibilities for knowledge creation through interactive collaboration in research projects enabling exchange between researchers from complementary fields and other companies dealing with production start-ups. Originality/value The interactive research approach enables joint knowledge creation in a fast-changing context such as production start-ups as well as value-adding results both for practitioners in industry and for academia.