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Placement interview Definition

An interview in which a respondent is recruited and given the product to use in a product test.

A placement interview is a type of in-person interview used to place a product with a respondent – typically in their home or natural environment – for testing over a set period. It involves screening, briefing the participant, explaining product usage and establishing expectations for feedback collection.

What are the key aspects of placement interview in marketing research?

• Conducted face-to-face or virtually during initial product handoff.
• Includes participant screening and qualification.
• Provides detailed product instructions and usage expectations.
• Collects baseline opinions before usage.
• Establishes terms for follow-up or product retrieval.
• Often part of in-home use tests (IHUTs) or product trials.

Why are placement interviews important in market research?

Placement Interviews ensure that the product is correctly understood and used in a realistic setting, improving the reliability of feedback. They help researchers control for usage errors, reinforce study compliance and set the foundation for accurate, actionable post-use insights.

Who relies on placement interviews in marketing research?

• Product development teams conducting in-home use tests.
• Consumer insights professionals gathering trial feedback.
• Field researchers managing product logistics.
• UX teams evaluating real-world functionality.
• Manufacturers testing durability, ease of use or satisfaction.

How do market researchers use placement interviews?

Market researchers use placement interviews to introduce a test product to selected participants and ensure they understand how to use it properly in their daily lives. These interviews serve multiple purposes: verifying participant eligibility, establishing a baseline of expectations or familiarity and clarifying how and when the product should be used. Researchers may also use this opportunity to explain how feedback will be collected – through follow-up surveys, diaries or return interviews. By setting clear expectations and addressing questions upfront, placement interviews help increase compliance, improve data quality and enhance the overall validity of in-home product testing studies.