Incontinence Products In-Home Usage Test Case Study

For personal care categories, small differences in feel, performance, and day-to-day usability can determine whether a product earns a spot in someone’s routine or gets replaced after one try.

The client in the below case study needed a read they could trust, grounded in how people actually use these products at home, not in a controlled environment or a one-time first impression.

Drive Research partnered with the team to capture that reality, translating consumer experience into clear direction on what to protect, what to refine, and where the strongest opportunities exist to win share against familiar alternatives.

Let’s dive in.

The Challenge

A leading global personal care products company hired our IHUT company to conduct in-home market research for adult incontinence products, including pads, guards, and adult diapers.

The team needed an objective, real-world read on how the client’s products performed in everyday use compared to competing options, and what changes would most meaningfully improve the experience for users.

The project’s main objectives were to:

1. Confirm whether the client’s adult incontinence products performed worse, the same, or better in consumer experience and key attributes compared to current competitor products, and identify where the products were superior.
2. Understand how the client’s adult incontinence products compare to other products in the category.
3. Identify future improvements and gaps tied to unmet or underserved needs among adult incontinence product users.
4. Understand the importance of unique product features and offerings in driving preference and satisfaction.

The Solution: End-to-End IHUT Execution

Drive Research was responsible for developing the research plan, recruiting participants (300+), product fulfillment and shipping, data collection, and data delivery. 

The project included a customized approach to meet each of the objectives outlined above. This included a detailed proposal, research design, recruitment, fieldwork management, and reporting. 

Recruitment for Adult Incontinence IHUTs

The recruitment process is a differentiator for our team. It includes pre-screening online, rescreening by phone, and confirmations. 

Watch as our Sr. Recruitment Manager, Ashley shares more about our qualitative recruiting process.
Exception: In-person is better if participants need to physically handle a prototype, taste a food product, or test a complex hardware interface.

The Approach

We have a systematic process for conducting IHUTs that focuses on matching what our clients want to learn and who they want to learn it from. From here, we’re able to design a research scope around our client’s budget and unique needs. 

Kickoff meeting

This includes a recap of the study goals and objectives, a walk-through of the process/timeline start to finish, and a detailed overview of our approach and deliverables. 

Survey design and set-up

Custom research is where our team shines. We listen to our clients’ goals and objectives and create a custom-tailored survey to meet those needs. During this phase, we take a hands-on approach to ensure each objective is met. 

Fieldwork

For an IHUT, fieldwork is where most of the research magic happens. 

• Participants were instructed to use each incontinence product (pads, guards, and diapers) for three days, totaling nine days of testing.
• Each participant was assigned an order in which to test the products. The testing order was balanced across all participants so each product had the same chance of appearing first, second, and third.
• Participants were blinded to the manufacturer and purpose of each product to prevent bias.
• During this phase, our clients have real-time access to results and participation rates. 

Reporting

Once the results were in, our team created a summary of the results, which provided an overview of the background and objectives, approach, online data portals, key takeaways and implications, and detailed findings and metrics. 

The Results: 98% Completion Rate

A total of 122 individuals fully participated in the adult diaper in-home usage test.

The customized participant recruitment and follow-up process yielded a 98% completion rate, well exceeding industry benchmarks for IHUT studies. 

This focused approach not only resulted in more engaged participants but also delivered upfront cost efficiencies through reduced shipping expenses by avoiding unnecessary oversampling. 

How the client took action with the IHUT insights

The client used the findings to prioritize product upgrades on the attributes that most strongly drive preference (for example, fit, comfort, discretion, and leakage protection) and address the biggest gaps versus competitors. 

Then they updated packaging and marketing to lead with the features users valued most and the language they used to describe a better experience. 

Contact Our IHUT Company

Drive Research designs and manages IHUTs that help brands understand how products perform in real-world use, including sensitive categories like adult incontinence.

If you are considering an IHUT, contact our team to discuss your goals, audience, and timeline, and we will share a clear scope and recommended approach.