In-Home Interviews in Market Research

So many methodologies to choose from in market research. Each offer their own unique pros and cons. Quantitative or qualitative? Phone surveys or focus groups? Work with a market research advisor to understand which approach is best suited for your objectives.

If you have a product or service that consumers use in-home, you should consider in-home interviews. No methodology will provide you more real-use context and feedback than interviewing consumers in their natural setting.

In-Home Interviews in Market Research

Want to learn more about in-home interviews from our market research company? In this post we discuss what they are, the process, and the benefits.

What are in-home interviews?

In-home interviews is a form of qualitative market research where a moderator or team of interviews visits a consumer's home to have a discussion. The participants are pre-recruited and a date and time is scheduled for the interview. The market research team shows up at the home and conducts the interview using a moderator's guide and the session typically involves some activities. The session typically lasts 60 minutes to 2 hours and participants are rewarded for their time ($100, $200, $300).

What is the process for in-home interviews?

The process for in-home interviews in market research is straightforward. First the organization needs to determine the objectives of the market research and what markets they would like to hold the in-home interviews in. Syracuse is an excellent test market for new product development because it is a mirror of America.

Once the markets are chosen, then a recruitment screener is developed. The recruitment screener is the document used to qualify and sign-up the in-home interviewees. This might focus on specific product usage, sentiment towards a brand, or consumer behaviors. The screener would also qualify for items like age, ethnicities, genders, etc.

Then the interviews are scheduled for a specific date and time. The team shows up to the participant's home to conduct the interview. They remain on-site spending the first 10 or 15 minutes getting comfortable with the participant to build rapport. These are typically done in a series (i.e. 3 or 4 per market across several markets).

Once the interviews are completed the in-home interview market research company analyzes all of the feedback and creates a report. The report highlights all of the takeaways and insights from the interviews to help guide branding, product development, etc.

What are the benefits of in-home interviews?

The real benefit is getting to interview participants in their natural environment. This is why in-home interviews are often chosen for product development projects. Whether the research team is inquiring about a new cooking tool, cleaning product, or food product, in-home interviews are often a perfect methodology.

In many cases the in-home interview involves having the participant use the product as part of their normal routine. If it is a food product, the in-home interview research company team may ask the participant to actively open and cook the product as they normally would while they ask them live questions.

What can be improved about the instructions?

Why do you prepare it this way and why?

Why did you add those extra ingredients while cooking?

How do you typically prepare the food?

What do you typically pair it with?

All of these questions can be answered as part of the live in-home interview.

Contact Drive Research

Interested in conducting in-home interviews with a research company? Drive Research can assist with your project needs. We'll help you design the project, recruit participants, moderate, as well as run the analysis and reporting.

Need help with just one of these? We can do that too.

Contact us at [email protected] or call us at 315-303-2040.

Message us on our website here.

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