The go2market supermarket – currently active in Austria and Germany, with a planned launch in the Netherlands in 2023 – is not a conventional supermarket, but a unique REAL-LIFE market research tool for the FMCG industry. The go2market store is available as a stationary store and as an online market research supermarket (go2market digital). We work with real consumers in real shopping and consumption situations. This means that real (offline/online) shoppers buy their products in a real (offline/online) purchase situations, use them in real everyday life, test them and then evaluate them voluntarily. We test products along their entire lifecycle – from young startups to established brands, from product innovations to those already available on the market. The research and consulting services cover both shopper and consumer behavior. This provides manufacturers with valuable insights and rapid feedback at a low cost. Opportunities range from product market opportunities, innovations and trends, packaging design, retail strategies, customer loyalty and brand positioning. Consumers have the opportunity to test products and shape the market with their feedback. Manufacturers, on the other hand, receive valuable feedback from our market research in order to optimize their new or existing products and adapt them to the respective target groups. This, in turn, increases the chance that the products will be and remain successful on the market or in retail, thus avoiding product flops and wasted resources. It is therefore a win-win-win situation – for consumers, manufacturers and retailers.