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In-home interview Definition

Face-to-face interview in the home of a respondent.

In-home interviews are a qualitative research method where researchers visit participants in their homes to conduct interviews. This approach allows for observation of the respondent's natural environment and real-life usage of products or services.

What are the key aspects of in-home interviews in marketing research?

• Conducted in the participant’s living space.
• Provide context-rich insights.
• Allow observation of product interaction in real time.
• Often include ethnographic or diary components.
• Require informed consent and privacy considerations.

Why are in-home interviews important in market research?

In-home interviews reveal authentic behaviors, routines and pain points that participants might not express in other settings. They provide deeper emotional and contextual understanding, helping brands develop solutions that truly fit into consumers’ lives.

Who relies on in-home interviews within marketing research?

• Consumer goods and appliance manufacturers.
• UX and product design teams.
• Home care and personal care brands.
• Retailers and service providers.
• Ethnographic and qualitative research specialists.

How do market researchers use in-home interviews?

Researchers use in-home interviews to observe how products are stored, used or integrated into daily routines. These insights inform product development, packaging design, messaging and customer journey mapping. They’re also useful for uncovering unmet needs.