From a control room, scientists monitor consumers via inconspicuous celling cameras. These cameras have the
capability to zoom in on a face or pull back to view a broad section of Wageningen University and Research
Center's cafeteria. Scientists record such data as customers' movements, postures, and facial expressions. They
track which food consumers select. They also track which food consumers almost select. Scientists even
document how long customers pause before making a decision. In addition to cameras, the scientists use
specialized software. At the self-service checkout stand, consumers punch in their food choices on a touch-screen