The focus of this study is on furthering our understanding of the relationship between technology and privacy by examining privacy concerns during the innovation process. We begin by exploring the techno-privacy relationship and what it is about technology that so concerns us. Dealing with privacy concerns of already developed and adopted technologies is difficult, and we propose that a focus early on as to how stakeholders deal with privacy concerns during the innovation process could be an effective strategy. We start our investigation by drawing on the work of Introna and Pouloudi (1999), whose principles of representation, access, and power aid the analysis of privacy concerns in the information age. We present a qualitative research case study that followed the efforts of three particular stakeholder groups in dealing with privacy concerns raised during a technology innovation process. The analysis provides empirical evidence for Introna and Pouloudi’s principles. We develop two further interrelated concepts, organizational image and timing, which our analysis suggests are specific to understanding how stakeholders deal with privacy during the innovation process.