LIKE-A-PRO Living Labs. The Consumer Insights Dataset.

This report presents key insights from consumer engagement activities conducted through the LIKE-A-PRO Living Labs in 11 European countries, representing diverse cultural and social contexts across Europe. It outlines the methodological approach, including data collection and analysis methods, participant characteristics, and reflections on the strengths and limitations of the Living Lab process. The report highlights two core areas of learning: European consumers’ perceptions and behaviours toward alternative proteins, structured through the COM-B model, and public responses to different intervention strategies tested under the project’s Consumer Choice Framework. Additionally, the report captures procedural lessons from hosting Living Labs across varied contexts, offering practical considerations for practitioners planning similar initiatives. Together, the findings provide both country-specific perspectives and cross-European insights to guide future behavioural pilots and policy or market actions.