Welcome to the Food Market Research Hub, a research center dedicated to exploring why, how and what decisions are made in the food sector. Based at Ghent University, we investigate how actors (such as consumers, farmers, food producers, retailers and policy makers) make choices about new technologies, innovations, AI and market strategies in the agri-food chain. We apply sensory analysis and behavioral (economic) research, combined with novel methodologies such as eye-tracking, facial expression analysis, virtual reality, and physiological measurements to gain deeper insights into food choices and market adoption processes. By integrating these innovative approaches with established research techniques, we provide science-driven insights that support sustainable food systems, healthier eating habits, and evidence-based decision-making across the agri-food chain.