From our experience, and what our clients love most about IHUTs, is that they uncover how people truly interact with products because they’re tested in the rhythm of everyday life, not in an artificial setting. Unlike focus groups or online surveys, they capture authentic, unfiltered feedback because participants are using the product naturally in their own routines, over time. The result is insight that brands can trust to shape products, messaging, and strategy with absolute confidence.
Our IHUTs achieve completion rates far above the industry’s 30–50% average, meaning nearly every product shipped is used, evaluated, and generating insights. With thorough requalification, validated addresses, and participant-first communication, we minimize dropouts and eliminate wasted inventory or budgets through a fraud-proof, streamlined shipping process.
We secure new participants for every IHUT by recruiting directly through targeted outreach, never from research panels. Brands benefit from unbiased, real-world feedback that reflects their true customers, not professional or recycled research participants.
With Drive Research, you get a dedicated project team and a single consistent point of contact for participants. Unlike competitors using rotating call center staff, our personal, reliable communication keeps participants engaged and ensures nothing is lost in translation.
With some providers, you’re handed templates and left to figure out the survey design, analysis, and reporting on your own. But at Drive Research, every IHUT is custom-built by senior researchers. We manage custom survey design, recruitment, kitting and shipping, feedback collection, and reporting. You get expert consultation and actionable recommendations, not just raw data.
When you build relationships instead of relying on volume, you get quality participants, reliable data, and higher completion rates. Watch as Drive Research Founder & President, George Kuhn and Senior Fieldwork Manager Ashley Reynolds share insider tips on how we consistently achieve IHUT completion rates double the industry average.
Align on goals, audience, timelines, and logistics with your dedicated research team.
Through targeted ads and a custom survey screener, we source and qualify participants against target criteria.
We rescreen candidates by phone, confirm interest, and ship products only to enrolled, best-fit participants.
We prepare and ship study kits directly to participants, ensuring timely, secure product delivery.
Participants test products at home and complete surveys, with feedback accessible in a live portal.
After fieldwork, we manage incentives and deliver a report with findings and actionable recommendations.
Drive Research is the preferred IHUT partner for the Amazon Basics line, overseeing multiple product categories with consistent quality, speed, and reliability.
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In this ultimate guide, we’ll cover everything there is to know about IHUT research: what it is, its benefits, how to conduct one, a real-world case study, and more.
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