At a time where many in-person market research methodologies have been forced to be re-examined, in-home usage tests (IHUTs) are still thriving. Since the COVID-19 spread began, several stronghold methodologies have been indefinitely shelved. Some of the impacted approaches include the following:
- In-person focus groups
- In-person interviewing
- In-person shop-alongs
- In-person home interviews
- In-person intercept interviews
Any market research which involves face-to-face contact has been shifted to a different digital approach, indefinitely postponed or canceled.
Brands across the world have been making adjustments with their market research firm partners to keep the insights rolling in.
As mentioned earlier, in-home usage tests (IHUTs) continue to be highly utilized in this new normal. With many states already on virtual lock-down and federal regulations extending social distancing guidelines for at least another month, one thing is sure, more consumers will be spending more time at home.
Here are 4 reasons now is the best time to conduct in-home usage tests (IHUTs) with our national market research firm.
Reason 1: More Consumers at Home
With the economic crisis forcing companies to place their employees on leave, lay off some workforce, or have their entire employee base work from home, there are more customers spending time at home than ever before.
With more consumers at home, it opens up opportunities for more testers for your in-home usage test (IHUT) with our market research firm.
Reason 2: Not Only More Consumers, But More Time
Not only are there more consumers at home for the time being, but they also have more time. Some of the daily distractions and busyness that ate into peoples’ time have been reeled back.
With no traveling to work, to restaurants, to the grocery store, etc., it results in more free time at home. Many consumers have taken advantage of this to take up a new hobby or spend additional time with family.
It also opens up doors for consumers to spend more time on market research projects like IHUTs.
Reason 3: More Time to Complete an In-Depth Review
Whether you are testing a new food product, a vacuum, kitchen utensil, or laundry detergent, consumers have time to help out your brand.
One fear of conducting IHUTs with busy consumers is they may glance over the details, not thoroughly test the product as intended, or be short with feedback. During a time like this, these concerns do not exist.
Our online surveys are seeing some of the best response rates during the crisis, as many are at home with technology at their fingertips: laptops, tablets, and smartphones.
With additional time on consumers’ hands, they are much more likely to be thorough with their testing process and offer quality, in-depth feedback as a response to their product testing project.
Reason 4: Consumers Need the Extra Cash
Because of the financial hardship this crisis has caused, many consumers would welcome some additional reward or cash as a thank you for their time.
It is in addition to the product they receive and are able to use/test for free. It can also help with reducing recruitment costs when finding those to participate in an IHUT.
These benefits can go a long way for struggling consumers who are searching for other ways to make additional income at this challenging time.
What is the process for IHUTs?
- Proposal: Drive Research develops a full scope outlining your objectives, timeline, and cost.
- Kickoff: Once signed, our team schedules a 30 to 60-minute call to review the project and our process.
- Workplan: Within 24 hours of the kickoff, our team creates a line item of tasks and deadlines.
- Screener: The screener outlines the criteria and demographics your brand needs for the testing pool.
- Survey design: This document outlines the measures and metrics you want to test post-IHUT.
- Recruitment: This begins with a pre-screener online, followed by rescreening phone calls with testers.
- Shipping: Once confirmed, Drive Research manages the shipment of products (or your brand can).
- Communication: Our team continually communicates with participants throughout the testing period.
- Fieldwork: We send invitations and reminders to ensure all testers follow directions and respond.
- Analysis: Once fieldwork is closed, our work begins reviewing the feedback and tweezing out findings.
- Reporting: Our report includes a summary, recommendations, infographic, and full appendix of charts.
- Debrief: Once the draft report is sent, we meet with your team for 60 minutes to review all the data.
Contact our IHUT Market Research Firm
Drive Research is a national IHUT market research firm located in Syracuse, NY. Our team has worked with many Fortune 500 brands to deliver products and services to households to collect feedback as part of our IHUT projects. We manage the entire process, end-to-end, for your team.
Need a proposal for your IHUT project? Just a quote? Contact us one of the four ways below.
- Message us on our website
- Email us at [email protected]
- Call us at 888-725-DATA
- Text us at 315-303-2040