How to Leverage It
Setting objectives will dictate the questions you ask consumers. You’ll want to think through:
What’s driving the need for this research?
What are 2-3 questions you need answers to?
How are you measuring success?
Place your Product
If the product has already launched in-market, you can have respondents visit a store to purchase and review it at home. Or if you’re still in the design and development phase, test products can be shipped directly to consumers for their review and feedback
Determine who will be the ideal target for your in-home usage test, for instance:
General population sample
User groups, i.e. monthly product users
Groups from your proprietary consumer segmentation
Here is where you get to decide what you want to learn from their product review
What is their initial reaction to this new product and what did they like or dislike about it?
Is this a product they feel they need, and if so, why?