In-home Interviewing

In-home Interviewing- A Quantitative Methodology

In-home interviews are comprehensive sessions which combine observation and face-to-face interviews to generate a 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 optimise 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 research methodology; the difference between the two types of research is:

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 mail@visionone.co.uk.

Latest News

Keep up to date with the latest news from Vision One.

Brand Reputation Measurement & Tracking Explained

Brand reputation is the public’s perception of a brand, shaped by customer experiences, trust, values, and communication. For marketers, it’s a vital asset that drives loyalty and competitive advantage. Actively measuring and tracking brand reputation identifies risks, strengthens credibility, and ensure long-term growth

Read More about Brand Reputation Measurement & Tracking Explained
Z Test in Research & Statistics

The Z test is a statistical method used in research to check if differences between groups or results are real or just due to chance. By comparing data to an expected average, it helps businesses confirm whether findings are meaningful, giving confidence in decisions based on survey results.

Read More about Z Test in Research & Statistics