Welcome and Introduction

• Facilitator’s welcome
• Overview of the agenda, objectives and expected outcomes
• Presentation of the Living Lab value proposition based on Towards Living Lab Value Proposition: Living lab Experts’ Perceptions of Living Lab Value (Santonen et al. 2024)
• Interactive poll to rank the Value proposition items among participants

Setting the scene: Understanding the disconnect and barriers from the company perspective

• Company presentations (2–3) to give an overview of the current challenges, gaps and needs from the company perspective (possible brief case study or example of successful Living Lab–company partnerships).
• The aim is to set the scene for further discussion and to understand why companies are not fully utilising Living Lab services as well as their current perceptions of Living Labs.

Mixed work in small groups: In-depth exploration of barriers and opportunities

• Group 1: What are the key barriers preventing companies from purchasing services from Living Labs? How to overcome these barriers?
  Output: List of key barriers and strategies for their mitigation or removal identified.
• Group 2: What do companies need, and how can Living Lab service offerings answer those needs?
  Output: List of company needs and related service level requirements matched with Living Lab service attributes and criteria.
• Group 3: How should Living Labs market themselves to companies, and what key messages should they communicate?
  Output: Living Lab marketing strategies and messages formulated for companies.

Conclusions