Access the kinds of insights you can only get when you’re invited into your consumers’ world.
- What they are: IOI moderators schedule a visit with respondents in their own homes, to see first-hand the context in which they’re using products. In-home ethnographies are great for adding color and context to consumers’ lives, so you can get a more intimate picture of who your buyers are, how they live, what’s important to them, and how your products or services fit into the landscape of their daily lives.
- Our approach: Understandably, clients often want to accompany the moderator to in-homes. Observing in-homes first-hand can be an invaluable experience for an organization, but we recommend keeping observers to a minimum – one individual – to maximize the quality of the interviews.