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When researchers come to the Technology Transfer Office with a brilliant idea, it is often not clear what the commercialization possibilities are. The idea is often very technical in nature, making it difficult to align in with potential commercialization options. Therefore, it is important for Technology Transfer Officers to assess the commercialization opportunities of these technologies. They can decide to perform market research themselves or to rather rely on marketing agencies such as BEM in France. However, in case the market is still emerging, it might be more useful to test the technology and its potential applications in a living lab.