Consumer research in the food context often relies on subjective measurements based on consumers’ self-reports, such as questionnaires and interviews. However, these methods are prone to various biases that can hinder the usability and accuracy of research results. This has led to the development of objective measurements, which aim to capture consumers’ food behaviors objectively, often with the aid of technological solutions. This chapter provides an overview of the opportunities in this field, reviewing different objective measurements across three steps in consumers’ journey with food: (1) general views on foods, (2) food choices, and (3) eating and drinking. For each step, various concepts and variables measured through objective methods are introduced, along with the corresponding technologies employed. Additionally, the chapter addresses the challenges related to objective measurements. Despite the advantages of capturing phenomena beyond subjective measurements, the objective measurements often face issues concerning applicability and data interpretability. They can also be burdensome for study participants and require advanced skills from researchers. Therefore, careful consideration of their usefulness in light of individual study objectives is essential. Despite these challenges, the methods and related technologies are continuously evolving and can provide valuable insights into consumers’ food behaviors.