Purchase simulation is a methodology that enables the collection of precious information about consumers’ purchase processes and identify the key purchase drivers by simulating a real shopping experience, replicated in an appropriately equipped facility so as to reproduce a real sales point: shelves, supermarket wards, refrigerator aisles, product, ads and discounts displays. In this way consumers are observed during their purchase process: key purchase drivers can be identified, as well as attitudes, considerations and time taken in choosing a product. The traditional methods of data collection are more and more giving way to “virtual shopping simulation”.