By Ian Riner, Director of Research Solutions
Imagine this: a customer buys your product and brings it home. As she enters her home, you immediately get to see how she uses it, what she loves about the product and where she struggles with it. You might even get insights into her unfiltered comments, compliments and complaints about the product and your brand—things that would never be revealed in a more formal research setting. What would it mean to your company’s ability to effectively serve your customers and develop compelling products if you were able to see consumers using your products, at home and in a natural way? Traditionally, brands have struggled to find a way to conduct in-home research in an easy, efficient way that isn’t an intrusion for consumers. With the development of mobile in-home studies, brands are quickly choosing to make these important studies part of their research mix again. Here’s a closer look at what marketers need to know.