The innovation space has become more complex and knowledge-intensive. As a result, it is increasingly important to see innovations as knowledge that is embodied in learning and technical and organisational knowledge bases. However, in processes such as innovation development, individuals make sense of it and utilise existing knowledge differently when making decisions about which design of new technology to adopt and develop. This paper highlights the importance of a certain group's cognition in the recognition of new innovations and business opportunities, and presents a method to explore the cognition of different groups. In this study based on a 2-year research project, two different working groups assessed the future innovation and business opportunities in the field of distributed energy generation. Through analysing the results and by presenting the potential method--the heuristic scenario method--to explore cognition in innovation processes, this paper helps to fill the lack of methodologies in cognition research. (Contains 4 figures.)