Muriel Verain is a senior researcher in consumer behaviour at Wageningen Economic Research. Most of her research focusses on understanding consumers food choices, particularly in relation to the protein transition. She is involved in project management and in conducting quantitative consumer research on the topic of healthy and sustainable food consumption. Consumer segmentation, food choice motives, behavioural experiments and survey research are her main focus. Muriel holds a PhD in consumer behaviour from Wageningen University. In addition, she holds a Master of Science degree in Management, Economics and Consumer Studies, with a specialisation in consumer behaviour from Wageningen University.