Using software to test products may sound odd, but it is a terrific way to detect consumer behavior over a longer period of time. Software for market research is a flexible addition to your online toolbox and results in an agile approach to participants in a research project.
In-home usability testing
Letting consumers test a product at home and using software to do it doesn’t necessarily scream logic. Look at it this way, online tooling functions as a way to gather participants in an online community where they can discuss their experience and consumer usability.
While physical focus groups to test products have without a doubt numerous advantages, using online software allows researchers to test over a longer period of time and spread over a larger geographical region. In-person testing is limited in time and space while setting up an online community where consumers can interact and share their experiences night and day results in invaluable product insights.
Organize online focus groups
Online tools allow participants to share their user experiences through chats, a forum, blog, journal or a simple questionnaire. You can focus on in-depth qualitative responses or data-driven quantitative insights. While these features already facilitate invaluable consumer information, market research platforms also offer online focus group software on which you can have a conversation about user experiences.
Unlike traditional interviewing, online focus groups can approach a wider range of participants from all over the world. Online focus groups can be set up over a certain period of time and researchers can connect with consumers in the community at various, asynchronous times. The flexibility of having a long-lasting online community with your target audience results in unique and valuable insights going even further than a traditional focus session.
The importance of IHUTs
Before launching a new product to the masses, it is wise to conduct in-home usage testing (IHUT) by your key demographics. Consumers can test a new or improved product in their natural environment and try out how it fits their day to day lives. Traditionally researchers can follow-up through telephone surveys or in-person interviews. Online tooling however offers a flexible and cost-effective way to gather results out of the IHUTs over a longer period of time, allowing participants to hop on the insights community whenever they feel like sharing their user experience. But there is even more, while surveys and interviews offer a lot of qualitative results, tooling has the advantage of technology which means participants can send in photos, videos which results in invaluable and rich data.
CMNTY and IHUTs
CMNTY Platform is a user-friendly and flexible solution with multiple features to follow-up on any IHUT. The platform combines all the tools you need to build a thriving community with your target audience. Participants can share their user experience through the forum, questionnaire, journal or plan an online focus session. You can even mix qualitative and quantitative research to get all the crucial information you need from your consumers.
Schedule a demo to see how CMNTY can be helpful to organize in-home usage tests for your clients or brand.