Purpose The purpose of this paper is to analyse the propensity for innovation and co-creation in service companies in receipt of knowledge intensive business services (KIBS) type services through their intensive incorporation of knowledge. Design/methodology/approach In order to achieve this study objective, the authors first carried out a literature review in order to specify the scope of the construct; second, the authors applied a survey based on the “Spinner model”; third, the authors undertook research on KIBS clients and restricted the results to this population sample; and fourth, based on the validated and applied models deriving from the base construct, the authors presented the results obtained. Findings This concludes that the “Spinner” model is valid for explaining the propensity for innovation and co-creation in companies receiving KIBS. The results demonstrate evidence of innovation processes as a result of the intensive application of knowledge associated with co-creation and knowledge transfers. Research limitations/implications This provides managers with a better understanding of the barriers that may obstruct the implementation of co-creation and knowledge transfers. Hence, the variables analysed may guide managers in defining and planning innovation strategies. Furthermore, this enables each company receiving such services to validate them and establish indices for the innovation propensity of specialist (knowledge intensive) service providers within the framework of benchmarking exercises. Originality/value This study sets out a new means of analysing the propensity for innovation and the co-creation of knowledge by companies making recourse to knowledge intensive services. From the theoretical point of view, this defines a new construct and a means of classification for companies supplying services designed for their propensity for innovation and co-creation. From the practical perspective, this study provides the companies subject to research with the opportunity to perceive their respective position in relation to other companies. In addition to this, ranking companies in such a way may drive the need to develop new knowledge for future co-creation and innovation processes.