The bioeconomy will involve radical innovation that may disrupt established routines and create resistance and anxieties, which need to be understood. Development of the bioeconomy will be a socio-technical transition where advancements in technology interact and co-evolve with consumer practices, business, markets, policy, cultural meaning, and infrastructure. In project 3.2, qualitative and quantitative social science research methods are being deployed to understand consumer and citizen perspectives of the bioeconomy. Both are required for acceptance of the concept and its products and services. Acceptance by the consumer is fundamental to market development and acceptance by citizens is essential for governance.