In this paper we discuss how design can have different meanings and uses in practice and what of those are related to innovation processes. The paper looks at diverse theoretical stances in regard to the meaning of design. Later on, the paper describes data collected through in-depth interviews with fifteen UK companies in the manufacturing, engineering, transport, urban living and digital services areas. The findings inform our understanding about definitions and uses of design. In addition, we identify some of the difficulties companies experience in measuring the value and contributions of design, and illustrate alternative methods companies use for that purpose. The paper concludes with a synthesis of the findings from this research.