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

  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 give 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.

For more information or any questions, contact one of the team at

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