Ipsos Encyclopedia - In-Home Use Test
In-Home Use Test (IHUT) (aka Extended Use Test or Product Placement Test): with reference to product testing, a study conducted to evaluate the use and performance of a product in a setting more consistent with how the product might normally be used by consumers, i.e., in the home.
Definition
In-Home Use Test (IHUT) (aka Extended Use Test or Product Placement Test): with reference to product testing, a study conducted to evaluate the use and performance of a product in a setting more consistent with how the product might normally be used by consumers, i.e., in the home. The data obtained from such an evaluation are considered to have good validity given the natural setting in which the product is used. However, the results may suffer from reduced reliability, especially when considered relative to a Central Location Test, due to the difficulty in controlling or limiting the effect of extraneous influences on product perceptions (e.g., the effect of added ingredients or different cooking preparations for foods; differences in the condition of furniture for furniture polish; the hardness of water for shampoos).
