Real Homes. Real Feedback. Real Insights.
We deliver authentic in-home usage testing (IHUT) across 35+ global markets, helping brands refine products, packaging, and positioning with real consumer feedback.
Gain Authentic Insights into Product Performance and Consumer Satisfaction
At Cultural Traits, we offer comprehensive IHUT services that provide valuable data to help your product succeed in the market.
IHUT involves several key stages, each designed to ensure that the testing is both thorough and valuable:
By observing how real consumers interact with your product in their own homes, you can make informed decisions about product improvements, packaging, and overall market fit.
In-home usage testing (IHUT) places your product directly in the hands of real consumers in real-life settings. By observing how people use products in their own homes, brands gain unfiltered insights into performance, usability, packaging, and satisfaction—ensuring products meet market expectations before scaling.
Key Stages of In-home usage testing process at Cultural Traits
1. Recruitment
Participants are selected based on the target audience and product category, ensuring a representative sample of real users.
Recruitment is done through online panels, social media, or offline databases. The aim is to ensure participants are genuine users of the product or category being tested.
2. Product Distribution
Once participants are selected, the product is shipped to them along with clear instructions for use.
In some cases, a pre-test or training session is conducted to explain how to use the product correctly, ensuring accurate feedback.
3. Testing Period
Participants are given the product to use in their homes over a defined period, typically ranging from a few days to several weeks, depending on the nature of the product.
During this time, participants are asked to complete daily or weekly diaries to track their usage and provide ongoing feedback.
4. Data Collection
Feedback is collected through surveys, phone interviews, online questionnaires, or focus groups. Data is also gathered through automated systems, such as apps or wearable devices, if applicable.
In addition to surveys, researchers sometimes follow up with participants to gather more detailed insights and uncover deeper feedback.
In addition to surveys, researchers sometime follow up with participants to gather more detailed insights and uncover deeper feedback.
5. Analysis & Reporting
Once the testing period is over, the collected data is analyzed to identify key trends, insights, and areas for improvement.
The findings are compiled into a comprehensive report that outlines the product’s strengths, weaknesses, and potential improvements.
Industries That Benefit from IHUT Cultural Traits practice
1. Consumer Packaged Goods (CPG):
Food and beverages, cleaning products, toiletries, and household goods.
2. Personal Care & Cosmetics:
Skin care, hair care, makeup, and fragrances, where consumer feedback on product performance and sensory experience is critical.
3. Healthcare & Pharmaceuticals:
Testing of medical devices, over-the-counter products, and treatments in a real-world environment to assess usage compliance and satisfaction.
4. Technology & Electronics:
Testing gadgets, apps, and home appliances to understand usability and functionality in everyday settings.
5. Retail & E-Commerce:
Evaluating packaging, delivery services, and product presentation for online shopping experiences.
6. Household& Cleaning Products:
Detergents, disinfectants, and surface cleaners assessed for cleaning effectiveness, fragrance, and ease of application in the consumer’s own environment.
7. Baby& Childcare Products:
Diapers, baby food, feeding bottles, and child safety products tested at home for practicality, safety, and comfort.
8. Pet Care:
Pet food, grooming products, and accessories evaluated in real usage scenarios to measure acceptance, convenience, and satisfaction.
Key Areas of Consideration in IHUT
In-Home Use Testing provides insights into multiple aspects of a product’s performance, which may include:
1. Product Performance:
Does the product function as expected in real-world conditions? Are there any performance issues that need addressing?
2. Ease of Use:
How easy is the product for consumers to use in their daily lives? Are there any usability barriers or confusion that need to be resolved?
3. Packaging Feedback:
How does the packaging hold up during use? Is it practical, easy to open, and functional? Does it contribute positively to the overall experience?
4. Sensory Experience:
For products like food, cosmetics, or household goods, sensory testing focuses on factors such as smell, taste, texture, appearance, or sound.
5. Consumer Perception & Satisfaction:
How do consumers feel about the product overall? Are they satisfied with its performance and value? Would they recommend it to others?
6. Product Fit for Market:
Is the product appealing to the target audience in terms of design, function, and price? Does it meet the needs of potential users?
Client Success Stories
1. Personal Care IHUT in Southeast Asia
Objective: Test a new anti-aging skincare product for performance, packaging, and consumer satisfaction.
Approach: Distributed products to participants across Asia. Daily diaries + weekly follow-ups tracked skincare routines, sensory feedback, and ease of use.
Impact: Insights revealed strong satisfaction but highlighted packaging flaws. The brand adjusted packaging and repositioned claims before regional launch.
2. Smart Appliance IHUT in Middle East
Objective: Evaluate usability and durability of a smart kitchen appliance in real households.
Approach: Conducted IHUT across Middle East, with participants documenting daily usage via mobile diaries and video uploads.
Impact: Research uncovered confusion in product setup and highlighted features valued most by families. Recommendations informed UX refinements and training content.
Why Choose Cultural Traits for IHUT
- Authentic Participants: Verified recruitment across diverse consumer categories.
- Multi-Country Market Research: Seamless IHUT execution in Asia, Middle East, Africa, and LatAm.
- Best Data Quality in Market Research: Aligned with BHBIA, Insights Association, UXPA, and the Global Data Quality Pledge.
- End-to-End Project Management: Recruitment, logistics, data collection, and reporting—fully managed.
- Actionable Insights: Beyond feedback, we provide clear recommendations for product refinement.
Regional Coverage
We manage IHUT projects across 35+ global markets, including:
- Asia: India, Indonesia, Vietnam, Thailand, Malaysia, Taiwan, Japan, South Korea, Nepal, Cambodia, Taiwan, Bangladesh, Maldives, Sri Lanka, Myanmar, and more
- Middle East: UAE, Saudi Arabia, Kuwait, Egypt, Kuwait, Oman, Jordan, and Morocco.
- Africa: Nigeria, Kenya, Ghana, Tanzania, Uganda, and South Africa
- LATAM: Mexico, Brazil, Venezuela, Peru, Argentina, Colombia, and Ecuador
