Observational research is becoming more and more popular in consumer science and market research. From on-site behavioral observations in supermarkets to advanced multimodal lab studies.
In the near future, we will be able to feel, smell, hear, taste, and observe all the evidence that was present at a crime scene in virtual reality.
Museums, zoos, theme parks, and aquariums all observe the behavior of their visitors in order to find the best ways to entertain and educate.
Controlled conditions and accurate data recording are key in scientific success and a stationary lab provides these controlled conditions while allowing scientists to observe test participants unobtrusively.
A few years ago it might have seemed quite futuristic, but nowadays researchers are more and more developing and building living labs and smart homes.