In-Home Usage Test Best Practices

Anyone who has conducted In-Home Usage Tests knows how much effort, time, and patience they require. However, if done right, all the effort is worth it because the results provide direct consumer feedback and in-depth insights into your product, setting you up for success. 

We at Veylinx have executed on many large and small-scale IHUTs for FMCG brands all over the world. We discussed one recent notable IHUT that spanned three continents in our presentation at IIEX Europe 2024.

Based on our immense experience and positive client results, we would like to share our IHUT best practices with you: 

1. Simplify your study and focus on your goals

First things first: We cannot emphasize enough the importance of setting a clear goal when starting the research, especially in-home usage tests. You need to focus on answering the questions that matter and align with your goals. For example, will consumers buy the product once, and more importantly, will they buy it again? How did the perceived value change after the trial? Make questions concrete and straightforward. Keep it simple. By keeping it simple, you ensure that by the end of it, both you and your stakeholders will have a clear overview of the findings and logical next steps.

2. Start transactional: Remove hypothetical bias & find the right audience

Identifying the right audience for your product is crucial—but too often, it is based on claims instead of behavior. Instead, start with a behavioral concept test that uses transactional auctions to remove hypothetical bias and go beyond preferences to uncover who's truly willing to pay. This approach helps pinpoint the consumers for in-home testing who reflect real market potential, giving your stakeholders the confidence to make data-driven decisions and move forward with certainty. You will end up with consumers testing your product who are familiar with the concept and willing to pay for it—and you can track their behavior pre- and post-usage test. Imagine how many interesting insights you can uncover!

3. Collaborate with partners with local capabilities

Cultural differences can pose significant challenges when testing a product across diverse markets, especially globally. These challenges include translating questions, interpreting responses, managing logistics, and identifying the right approach for in-home testing. To navigate these complexities, we recommend partnering with local agencies where necessary. Their in-depth market knowledge ensures a smoother process and delivers more accurate, actionable insights. We at Veylinx work with trusted partners across the globe (like Webcal in Southeast Asia and Market Vistas in India) to ensure the best connection to local populations.

4. Strike a balance: Qualitative & Quantitative

Focus on a behavioral approach; do not rely on potentially misleading data solely based on claimed results. Focus groups tell you what consumers think and what they plan to do but do not measure participants' behavior regarding actual product repurchase and usage. With the Veylinx IHUT approach, you first test a product concept using our auction methodology. Then, select consumers will receive the product, test it, and participate in the auction for the second time. Comparing data from both auctions provides insight into changes in consumer preference, willingness to pay, and much more. This data is then augmented with detailed qualitative findings that reflect consumers' experience unboxing and using the product.

Are you curious to learn more about behavioral research with Veylinx? Contact us now! Our team will happily answer your questions and explore how we can assist you.