Three key considerations for clients attending in-home visits: transparency, unobtrusive attendance and priorities during a visit.
When it comes to product testing, there's no better way to gain authentic insights than by observing how real consumers interact with a product in their own home. For clients who are attending in-home visits (whether you're client or agency side), there are a few key considerations that can make a huge difference. The aim is to collect valuable feedback while ensuring the process is respectful, comfortable, and insightful.
We've identified three essential factors to keep in mind when you're attending in-home product testing sessions: transparency about who's attending, keeping the attendee numbers manageable, and ensuring virtual observation is unobtrusive and finally, a tip on how to make the most of your time whilst you're in consumers' homes.
- Transparency: Who's attending, how, why, and where they're from:
As a client attending an in-home product test, you may not want to be a fly on the wall but rather an active part of the process. Either way, transparency with the participant is critical in ensuring they feel comfortable and informed throughout the session.
- Be clear about who's attending
One of the first things the fieldwork team should do is let participants know exactly who will be present during the session. Once a participant has consented to take part, these details shouldn't be changed. This includes sharing the number of people attending and their respective roles as participants may be curious about why each person is there. As a client, you'll want to be mindful of how you're introduced to the participant and the role you play in the process.
- Example: "There will be four of us here today: the moderator (who will guide the session), a note-taker, a product expert to answer technical questions, and [Client's Name] from [Brand Name], who is here to observe and learn from your experience."
- Unobtrusive cameras, especially for virtual attendance
If you're attending virtually, it's critical to understand that the technology shouldn't interfere with the participant's comfort or their ability to provide valuable insights.
Cameras should be positioned in a way that captures the product in use but does not draw undue attention to the participant.
- Tip: Position cameras at a distance that allows you to observe the participant's interaction with the product without zooming in too closely. This helps the participant feel like they're interacting with the product naturally, without feeling overly scrutinised.
- Keep the team size manageable
While it may be tempting to bring a large team to get a variety of perspectives, keeping the number of people in the room small is essential for a smooth, natural testing session. It helps the participant feel more comfortable and allows for better data collection. The more people involved, the more likely the participant may feel like they're being "evaluated" or scrutinized. This can lead to unnatural behaviour and feedback that may not be as authentic or useful. Participants may feel that their personal space is being invaded with a large team. By keeping your team small, you're ensuring a respectful and non-intrusive environment, which ultimately fosters more open, honest feedback. As a client, you can further foster a relaxed environment by dressing smart casual: an outfit that is appropriate for your professional role, but not too formal as to create a formal environment.
- Tip: Try to keep the in-home visit to just a few people - ideally, the moderator, the note-taker, and one or two key client representatives.
- Deeper insights into usage patterns
Whilst it can be tempting to make notes about what the consumer is saying, remember the session will be recorded and where possible, making notes on observations may be a better use of your time. Taking note of the consumer's home environment context can help you and your team understand the broader context in which products are used. This could include factors like room layout, storage options, or environmental influences (e.g., lighting, temperature) that could affect the product's performance or user experience. This holistic view can help identify potential issues or areas for improvement that may not be apparent in more controlled research methodologies.
- Tip: Focus on observing how a product is integrated into a consumer's routine and get a sense of its place within the home.
Conclusion
Attending an in-home product testing session can be a powerful way to gather insights and improve your product. By ensuring transparency about who's attending, keeping the team size small, and making use of unobtrusive cameras, you can help create a comfortable environment for participants that encourages honest, natural feedback. Whilst you're there, don't use precious time making too many notes on what will already be recorded; instead focus on the context in which the participant is experiencing your product.
