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Complementing the Inconsumer project an open-access research infrastructure called MarketLab was established, consisting of a linear reproduction of a lineal space of an average supermarket in a room where consumers are recruited to simulate their shopping experience spanning a number of variables of their behaviour. Furthermore, it analyses the behaviour and the emotional response of the buyer to certain stimuli activated at the point of sale using eye-tracking technology.

Currently, it also has a shopping virtual environment that simulates a physical linear space and that allows a much faster preparation of the basis for the study, placing the simulated products in the exact position, allowing them to carry out their virtual shopping in the most convenient way.

The analysis of data from MarketLab allows the companies to better know the consumer behaviour, the interpretation of the criteria for choosing the purchase at the point of sale and the testing of innovations in product, format and packaging, promotion and communication with the consumer.