Testing From Home: In-Home Usage Tests

Online surveys have revolutionized the market research industry. Before the internet, studies were a much more complex affair. Researchers would have to find the right respondents through chance, and would have to send them the surveys through the mail. Focus groups would have to travel, usually multiple times, and spend hours discussing products and services in-person. With the advent of the internet, all that has changed. Surveys can be sent to panelists, answered, and returned in a matter of minutes. Focus groups can be conducted over webcams, or dropped entirely in favor of online community boards. 

As quick and efficient as online surveying has become, however, there are still gaps. Sometimes, companies want to have personal, tactile, and experiential data on their products. Knowing the size, cost, and ingredients of a muffin is good information, but the most important thing to know is how good it tastes. For tests like these, online surveys fall short. While there are some growing technologies to bridge this gap, such as VR, it still isn’t the same as interacting with the product in person. Thus, market researchers and their clients return to the good old days of research.

What is an IHUT?

IHUTs, or In-home Usage Tests, have been around since the 1920s and 30s. In an IHUT, a product is sent to chosen respondents for them to interact with in their daily lives. Typically, the respondent uses the product as often as they would normally and provides feedback to the researchers upon project completion. While IHUT assumes “in-home”, this is not always the case. IHUTs are and should be conducted in an environment where the product is most likely to be used; for example, if the product is supposed to be consumed in a restaurant, it is better to send the IHUT to a restaurant than to someone's house. 

There are many reasons a company might want to conduct an IHUT. Namely, it is because these products can be anything that requires physical interaction with the product to fully understand and appreciate it. You would not be able to accurately rate a new spice or lipstick if you had never tasted or worn it before. However, IHUTs do more than just bridge the gap left behind by the internet. They also measure the shelf-life of the product, the effects of different physical conditions on the product, any variance in quality between different factories or channels of distribution, and the evolution of customer tastes and product acceptance over time. Most importantly, IHUTs are a way to soft-launch products before actually bringing them to market. Testing revolutionary prototypes through IHUTs is a safer, cheaper way of gauging real-life consumer feedback than immediately putting it on shelves.

How do IHUTs Work?

From the consumer side, IHUTs are a simple affair. Like any survey, respondents are first put through a screener survey to ensure that they are the right fit for the survey. If the respondent meets the demographic requirements of the study, they are then sent the product to use. These products are typically common household items, such as makeup, baby products, small appliances, household cleaners, or food ingredients. The respondent is expected to use them as often as they can in order to get a good sense of the product, how it works for them, and what they like and dislike about it. 

Typically, there is a usage period for the product. For items like toothpaste, deodorant, or soda that are used up, the usage period will likely last until the product is fully consumed. For other products, like toasters or lightbulbs, the usage period might be weeks, months, or even up to a year or more. At the end of the usage period, the product may have to be returned, or the respondent may be allowed to keep it. Either way, the respondent will be required to provide feedback on the product. This could be a follow-up survey at the end of the usage period, keeping a diary throughout the entirety of the usage period, or even taking pictures or videos of using the product. Sometimes, there could be multiple waves of follow-ups and tests, or multiple variations of the product to use and try, each with their own sets of usage periods and required feedback. 

How Can I Get an IHUT?

IHUTs are a very coveted form of survey. Because of their high commitment, they typically have a higher incentive than average online surveys, and sometimes you get to keep the product for free. However, many companies do not have the budget or interest to conduct in-home usage tests on their products. Those that do have to contend with creating the product and shipping it to respondents for free, on top of paying market research firms to conduct the study. IHUTs are not cheap, and as such, they are becoming more and more rare.

Because they are expensive to run, IHUTs surveys are very picky. Not everyone is chosen, because there are limited products to ship out. Researchers also want to ensure their clients are getting the best data possible. As such, only solid, vetted respondents are chosen to participate. Even then, these respondents must be willing to go the extra mile for the research. They must share their address in order to receive the mail, may have to share their face and voice in video or photos, and spend the time answering the follow-up questions in-depth and accurately. Otherwise, they may not be paid their incentive. 

IHUTs are the most fun surveys you can take. At ACOP, we are lucky enough to be able to offer them to our panelists. Keep your eye out for any IHUTs that cross your account, and be sure to take the screener to see if you’re the right fit. If not, don’t worry! There will always be more chances in the future, and we have plenty of quick online surveys to tide you over until then. Good luck, and thank you for sharing your opinions!