Current grocery stores and markets are using primitive consumer reward systems like membership cards and bundle purchases. Is there a more complete process for bringing benefits to both consumers and brands? And that leads me to make use of better technology, big data, and hyper-personalization.Buyology is a near-future speculative project inspecting the combination of big data and consumerism. It is about a grocery store scenario and how technology helps our buying decisions. Tackling with choices, prices, and sales, Buyology aims to create new thinking towards purchases and big data.