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Design-based research has been widely used in education research methodologies. This article argues that innovation studies can benefit from the underlying reasoning logics and approaches embedded in design-based research to develop a methodology suitable to investigate design thinking innovation projects. We explore the predominant reasoning modes at the uncertainty, risk assessment and certainty stages of design-based research projects. We then suggest how an action-research framework can help practitioners adapt their approaches and tools according to the predominant logic at each stage (abductive, inductive, and deductive). To illustrate the potential of this methodology, we used this framework to structure an action-research agenda with 35 managers of a French multinational company during a 3-week innovation project development program. We draw managerial and theoretical insights from the experience while advancing research perspectives that may inspire future studies. JEL Code: O31.