First, we present Lutakko Living Lab with its portfolio of pilot projects. We then describe an on-going project at Jyväskylä Paviljonki Trade Fair Centre in which we use action research method with multiple techniques to capture user feedback.  Recording user feedback not only helps to show the evidence of user centricity but more importantly it provides a reach data set as a source of potential innovation. Our experience on a number of LL projects suggests that at the early stage of the Living Lab maturity its stakeholders should be ready to create or unlock existing value added through incremental changes based on emergent patterns from user feedback as much as to scout for radical and revolutionary changes in thinking, products, processes, or organizations.