Home visit (HV)

What is a Home Visit?

A home visit is a qualitative research method that involves visiting the home of the research subject and interviewing and observing them in their home environment.
Home visits allow the researcher to see how and where products or services are being used. By looking at the unconscious behavior of the research subject, the researcher can uncover any potential needs which would be difficult to ascertain through questionnaires or interviews.

Different interview techniques

Home visit (HV)

This is an interview conducted at the subject's home. Observation of non-verbal information in the home enables the researcher to gain a realistic picture of the subject's living environment.

• Understand behaviors in traditional living spaces such as kitchens, living rooms, or dressing tables
• Understand values in real life, including aspects that are difficult to verbalize.
• Other family members can be interviewed at the same time.

In-depth interview (IDI)

These are interviews done in a one-on-one format. Focusing on individual thought processes enables in-depth insight into specific topics.

• Explore an individual's opinions and discover needs and aspirations about which the subject was unaware.
• Clarify complex and multifaceted decision-making processes.
• Discuss topics that people are reluctant to talk about in public, including money or sensitive themes.
• Explore sincere opinions on topics that people tend to gloss over.

• Click here for more information on in-depth interviews (IDI).

Focus group interview (FGI)

These are interviews conducted in a discussion format with multiple participants. Utilize group rapport to elicit a wide variety of ideas and opinions.

• Useful for exploring different ideas from multiple angles.
• Useful for targeting segments with certain commonalities such as gender, age, intentions, etc.
• Helpful in finding common themes or attitudes in a target segment.

• Click here for more information about focus group interviews.

Cross Marketing home visit(HV) features

We use various recruitment methods to select the most suitable targets.

In addition to leveraging one of Japan's largest joint panels to recruit online or via referrals, we can utilize various other methods to recruit the optimal sample (e.g., influencers or experts) to match a client's needs or specific topics.

Interviews are handled by experienced researchers and moderators.

The interviews are designed and conducted by researchers/moderators who are experts in qualitative research. We deal with any topic and can refer clients to external moderators with whom we work.

Established track record

We conduct 1,300 group interviews and more than 360 central location tests (CLTs) per year. The number of online and offline surveys we conduct each year is steadily increasing.

Examples of home visit

• Daily necessities: Behavioral observation of cooking with a frying pan
• Cosmetics: Targeted observation of lifestyle behaviors
• Overseas: Home facility survey conducted in three countries (Vietnam, Indonesia, and Jakarta)

and many more uses.

Standard schedule and deliverables

Standard schedule

　
• STEP.01

  Preliminary discussion

• STEP.02

  Formulate process/ Respondent recruitment (5 days+)

• STEP.03

  Fieldwork (1 day+)

• STEP.04

  Delivery of transcript of discussion (1 day+)

• STEP.05

  Delivery of report/ presentation (5 days+)

Deliverables

• Contact