An in-home usage test, or iHUT, is one of the most powerful methods for data gathering during the product testing phase. These tests can help you determine whether your product is ready for the marketplace. In combination with voice-based data gathering tools, iHUTs can become more powerful.
Much of this improvement comes down to how point-of-experience responses work.
Benefits of point of experience responses
According to an HBR survey, 80% of companies describe their experience as “superior,” while only 8% of customers would agree with them. Given the tremendous difference in company vs customer perception, companies need to do better.
Point of experience reviews, by extension, help bridge the gap. Questions related to this delve into their perception of how a product works in reality. Companies encourage the tester to integrate the products in their everyday use, giving both customers and product owners insights on how these items can improve their life.
Through the power of voice-based data gathering, this system is further enhanced. Instead of having to engage with a daily or weekly survey on the customer’s feelings, responses are immediate, candid, and capture the voice of the consumer.
The immediate response is important because time affects our perception of how a product or service works. Studies have shown that our brains aren’t always as reliable as we think. In fact, they will often add false details if we give it enough time. Through point of experience responses, especially those driven by immediate voice-based feedback, you can avoid much of these issues.
So, point of experience responses can yield more accurate results. However, voice-based research like this will also yield additional benefits.
Use of voice as a case study for in home testing (potential use cases)
In our own case study with Procter & Gamble, we engaged 1,069 participants, collecting 14,734 responses. Overall, this led to completion rates of 97%, which is unheard of in other types of data gathering. We can combine our study with another iHUT case study to reach some conclusions.
In another iHUT case study from EE research, candidates were told to run a sensory test using two tea variants. Through these tests, participants identified their favorite scent of tea, giving the company behind this a better understanding of what their customers prefer.
Knowing this, the potential use cases of combining iHUTs and voice-based technologies are almost limitless. Through this, you have a higher chance of gathering more accurate results faster, giving you accurate and actionable data.
Here are a few cases this might apply:
- You want to improve on your existing designs for a landscaping tool, and have your existing and new customers test small variants of the products to see what they prefer.
- You are trying to test a variety of seasonal flavors for your beverage product to see what customers in your demographics prefer.
- You want your customers to test out a new concept for a cleaning tool, so you have them compare it to other products in your household built for the same thing.
- Remote product testing of new software with immediate feedback.
iHUTs and voice marketing software can work well together, affecting your return on investment.
Potential return on investment (ROI)
In combining voice-based data gathering with iHUTs, the ROI potential is enormous. This gain potential typically comes from the inherent weaknesses of the current iHUT model.
First, many iHUTs gather data by hiring personnel who can ask these questions. After all, we’ve said before that vocal interviews provide more candid responses. But in hiring an individual for that, you affect the budget.
Second, alternate forms of data gathering include online surveys or old-fashioned paper. With these surveys, companies often gather data at the end of the day. This increases the odds of creating false information, making the data collection less useful for you.
With this in mind, voice-based data collection can cause higher earnings for a few reasons.
Bridging the Gap
The potential ROI of iHUTs are amazing, providing product owners with quick and accurate data. Beyond that, people have shown to be more responsive to voice-based data gathering. In combination, the two can help bridge the gap between customer realities and company perception.
Using True Reply’s Market Voice, you can leverage next-generation voice technology to improve your insights and product testing studies. You can expect more data, deeper insights, and streamlined experiences that will save you time and money.