INSTORELAB

It is a major challenge to obtain valid insights into consumers' perceptions and behaviors in real physical in-store environments, as most data currently comes from lab settings where the environment is vastly different from an actual store.

INSTORELAB is a project designed to develop a mobile tool and methodology that delivers valid, GDPR-compliant data on consumers’ in-store behavior. It combines 3D sensor analysis of shopper movements and shelf-related actions, physiological measurements of excitement, and recordings of cognitive reactions to in-store stimuli. The tool can be deployed flexibly in different store formats without requiring permanent installations.

Beyond its methodological innovation, INSTORELAB plays a key role in supporting the green transition of the food sector. By analyzing how consumers respond to healthier and more eco-friendly options in real-store environments, it captures behavioral, emotional, and cognitive reactions to various shelf placements, labeling strategies, and in-store prompts across different retail settings and consumer groups. These insights reveal how to effectively nudge consumers toward healthier and more sustainable choices, offering valuable guidance for retailers, manufacturers, and regulators aiming to design store environments, product strategies, and policies that support the green transition.

The growing demand for green products not only enhances individual well-being but also supports the wider transition to sustainable food systems, encouraging the development and adoption of more responsible alternatives. While INSTORELAB primarily addresses environmental goals, its impact also extends to public health. A greener food environment can contribute to lowering the prevalence of non-communicable diseases (NCDs), reducing healthcare costs, and improving societal well-being.