To IHUT or Not to IHUT: The Pros and Cons Explained

In this Article

• The Pros of In-Home Use Tests
  • Convenience
  • Realistic Usage
  • Increased Engagement
• The Cons of In-Home Use Tests
  • Complexity
  • Timeline & Cost
  • Data Quality

The Pros of In-Home Use Tests

Convenience

Getting to a research facility isn’t always easy for participants – or researchers. Removing the need for travel reduces expenses that won’t directly contribute to the end result and makes it easier for respondents to join. This convenience also means a broader array of people can participate, providing a more complete picture of a product’s users.

Realistic Usage

Placing products in scenarios where customers would actually use them provides a depth of insight no lab environment could ever replicate. Changing a diaper on a doll on a flat, clean surface under bright lights in the middle of the day is simply not the same experience as changing the diaper of a screaming baby in the dark at 2 a.m. Seeing how a product holds up under real conditions allows for adjustments and modifications before it hits the market – and happier customers in the end.

Increased Engagement

The enticement of trying a new product before it hits the market is real, and it’s reflected in the engagement IHUTs generate. Participants often feel more invested as they understand the project’s purpose, and since they do it from their own homes, they are more likely to complete assignments. Enhance engagement further with a solution like Sago’s On-the-Go Product Testing. Not only does it offer numerous different activity types for participants, but it recruits participants from qualitative rather than quantitative panels – ensuring the users involved are prepared to give complete and robust answers.

The Cons of In-Home Use Tests

Complexity

IHUTs require the management of numerous moving parts – from recruitment to product distribution to ongoing monitoring and support. If the product is a controlled substance this layers on even more complexity. All of these factors can eat up precious time and often lead to things falling through the cracks. The best solution is an expert partner, like Sago, who manages all the different pieces for you while providing regular check-ins and the final data for your use and analysis.

Timeline & Cost

Gaining useful insights from an IHUT is not a quick process, and it’s one that requires a significant number of participants. Finding the right people and getting the product to them takes time and is no small expense. Once respondents have the product, they need time to test and evaluate it in different scenarios. One way to mitigate these challenges is to use a qualitative panel for recruitment, as Sago does. It is estimated that an IHUT with participants from a qualitative panel requires up to 40% less product to get results back.

Data Quality

With IHUTs being such a large investment, knowing their data is trustworthy is essential. Unfortunately, this is often called into question due to numerous factors such as participant error, “professional” participants, lack of structure and rigor, or insufficient monitoring throughout the project. And too often, if there are data quality issues, they aren’t caught until after the project is complete. Thankfully, you can address these issues with a little help from technology and a trusted partner, like Sago’s On-the-Go Product Testing. With our approach to IHUTs, data quality is vastly improved thanks to the technology’s ability to verify what was done when and by whom, our in-house Fraud Squad’s careful panel monitoring, and regular check-ins by experienced product testing experts.

The pros of IHUTs far outweigh the cons when it comes to creating a valuable product customers love. This is especially true when you have an experienced partner by your side to navigate the potential challenges and minimize their impact to ensure a successful project.