In-home interviews are comprehensive sessions which combine observation and interviews to generate deep contextual understanding. While in home, we strive to blend in with the setting to observe, listen, probe and use the environment as stimulus for conversation to uncover those elusive insights that help optimize a brand and engage consumers. Home based interviews generally last from 1-3 hours, depending on research aims and objectives.
In-home interviewing can be used as either a qualitative methodology or quantitative, the difference between the two types of research are:
QUANTITATIVE INHOME INTERVIEWING
· Questions tend to be closed ended so it is easier to record responses.
· A questionnaire will be used to help structure the interview.
· Most likely to be more concerned with gathering data from a large representative sample size.
QUALITATIVE INHOME INTERVIEWING
· Questions are open ended and more of a discussion
· Most likely to be recorded so the flow of conversation is not disrupted by note taking
· Ability to explore in more detail the observations being recorded
There are many advantages of using in-home interviewing techniques:
1. Response rates tend to be a lot higher with in-home interviewing.
2. In-home interviews can also help reduce respondent confusion – for example if a respondent is unsure about the meaning of a question or answer options on a survey, the interviewer can help with clarification. However, on the other hand in-home interviews gives the researcher an opportunity to clarify anything or explain complex concepts or show products and their functionality
3. Being in person gives the opportunity to build a rapport with the respondent, which can enhance cooperation and ultimately provide good quality reliable results.
4. In-home interviewing can also be used to recruit specific respondents, where geodemographic classification is important.
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