Realism without losing control
Test lifelike situations while controlling the details that matter—from labels and prices to interfaces and environments.
Immersive behavioural research
Making human decisions measurable.
The IAMO XR Lab is a research infrastructure for experimental studies of consumer behaviour and innovation acceptance. We integrate extended reality, biosensors and behavioural economics in controlled and field-based research.
Lab + field
Controlled experimentsRealistic environments with reproducible research conditions.
Multimodal dataChoices, gaze and physiological responses captured together.
Mobile infrastructureComparable studies conducted in the laboratory and in the field.
Research approach
Understanding behaviour requires more than questionnaires alone. The XR Lab observes decision processes as they unfold and connects them with stated preferences.
We research how people perceive and adopt innovations in realistic settings, using rigorous behavioural measurement.
More than what people say
Combine choices with gaze, movement and physiological reactions to understand the full decision process.
One lab, anywhere
Our mobile setup brings rigorous experiments to participants, companies, farms and communities around the world.
Designed around your question
We co-design studies with researchers and organisations instead of forcing complex questions into standard packages.
What we can measure
One question.
Multiple layers of evidence.
Attention
Eye-tracking glasses reveal what participants notice, ignore and reconsider in real-world and virtual environments.
Experience
VR and AR create controllable, repeatable contexts for products, retail environments and emerging technologies.
Response
Galvanic skin response and integrated biosensors add physiological evidence to reported attitudes and observed choices.
Behaviour
Experimental economics and advanced econometrics turn complex interaction data into defensible insight.
Systems
Agent-based models extend individual observations into scenarios for markets, policies and food-system transitions.
Ways to collaborate
A research infrastructure for interdisciplinary questions.
We collaborate with universities, research institutes, public organisations and research-oriented companies—from exploratory pilot studies to international research programmes.
Joint research projects
Co-develop research questions, proposals and comparative studies for Horizon Europe, DFG, DAAD and other programmes.
Experimental study design
Develop controlled studies of consumer choice, technology acceptance, information effects and decision-making.
Policy research
Examine how information, incentives and regulatory options influence behaviour in realistic settings.
Comparative field studies
Deploy mobile research infrastructure across organisations, rural regions and international study sites.
Digital tools
From human choices to system change.
GROCERYsim
A configurable digital twin of a grocery shop for testing product placement, prices, information and consumer choices—with the control of a laboratory and the feeling of a real store.
Agent-Based Modelling
Simulation models that connect empirical behaviour to “what-if” scenarios—from technology adoption and changing demand to policy interventions and supply-chain resilience.
Research in motion
Where the lab is already making a difference.
TRANSATION
Towards Agroecological Farming Systems for Innovation and Sustainability
SecureFood
Food-system resilience and uninterrupted food supply
AGRIIMMERSE
Digital and immersive technologies for agricultural value chains
FoodScopeVR
Trust, transparency and traceability in food value chains
POT4food
Sustainable competitiveness in the agri-food sector
TRUSTFARM
Resilient agro-ecosystems and climate-smart practices
News & research updates
Latest from the lab.
Advancing Agri-Food Research with Biosensors
The XR Lab welcomes researchers from the University of Zagreb for a two-month traineeship.
Click for detailsVisiting Researchers at the XR Lab
- Who: Kindineh Meleku (PhD student) and Prof. Dr. Marija Cerjak
- Institution: University of Zagreb, Faculty of Agriculture, Croatia
- Program: ERASMUS+ EU support project for Higher Education
For the next two months, Kindineh Meleku will join the XR Lab team under the mentorship of Dr. Ivan Đurić. His traineeship will explore biosensor-based behavioural research in agri-food systems.
Prof. Dr. Marija Cerjak will concurrently visit IAMO and the XR Lab, further strengthening our collaborative research efforts.
GROCERYsim Deployed for International Data Collection
IAMO XR Lab and CONTINENTE study consumer fruit choices using our 3D virtual supermarket interface.
Click for detailsConsumer Behaviour Research in Portugal
The IAMO XR Lab is gathering consumer behaviour data in Portugal for the SecureFood project together with project partner CONTINENTE.
The driving engine behind this fruit-sector case study is our in-house tool GROCERYsim: a web-based, XR-compatible research interface operating as a highly controlled 3D virtual retail environment.
It bridges immersive experiences and behavioural economics, enabling consumer choices to be tested in a controlled, realistic setting.
Showcasing XR Lab Digital Tools at International Conferences
GROCERYsim research concepts were presented at major scientific events across Europe.
Click to read moreVirtual Retail and Simulation Frameworks on the International Stage
Research concepts built upon GROCERYsim and GROCERYsim ABM (Agent-Based Modelling) were featured at:
- XV International Symposium on Agricultural Sciences (AGRORES 2026), Trebinje, Bosnia and Herzegovina
- IAMO Forum 2026, Halle (Saale), Germany
These presentations highlight the growing role of immersive, web-based tools in modern agricultural economics and behavioural research.
Immersive methods for agricultural value chains
Click to read moreFrom prototypes to research environments
Digital and immersive technologies create controlled settings for studying consumer behaviour and agricultural value chains.
Taking controlled experiments into the field
Click to read moreComparable studies across locations
The mobile laboratory supports behavioural research with consistent methods across organisations, regions and participant groups.
Connecting gaze, response and choice
Click to read moreMore than reported preferences
Integrated eye-tracking and biosensor evidence enriches experimental economic analysis and reveals how decisions unfold.
A digital twin for grocery research
Click to read moreControlled retail experiments
GROCERYsim enables researchers to test product placement, prices and information in a configurable digital grocery environment.
How collaboration works
A clear path from curiosity to decision.
Define the research scope
Depending on the research proposal, together we define the project scope, research objectives, methodological requirements, data needs and implementation plan.
Design the study
Together we select the environment, measures and experimental design.
Run the experiment
In the lab or in the field at any study location, we collect behavioural and biosensor data under rigorous, reproducible conditions.
Translate evidence into action
Translate science-based results into decision-making actions.
Open to collaboration
Develop a study with us.
Discuss your research question, methodological requirements or project proposal with the IAMO XR Lab team.
Contact Dr. Ivan Đurić ↗