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In- home Interviewing- A Quantitative Methodology
October 10, 2022
In-home Interviewing- A Quantitative Methodology
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 a stimulus for the 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 In-Home 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 In-Home 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
- Response rates tend to be a lot higher with in-home interviewing.
- 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 give the researcher an opportunity to clarify anything or explain complex concepts or show products and their functionality.
- Being in person gives the opportunity to build a rapport with the respondent, which can enhance cooperation and ultimately provide good quality, reliable results.
- In-home interviewing can also be used to recruit specific respondents, where geodemographic classification is important.
For more information or any questions, contact one of the team at [email protected].
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System 1, developed by Kahneman (2011), refers to the brain’s processing of information quickly, instinctually and emotionally, and this is usually done unconsciously. The opposite to System 1 is System 2 which is responsible for slow, conscious, logical and deliberative thinking.