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Home Use Test (HUT)

Home Use Test (HUT) is a research method in which new or improved products are sent to the homes of survey targets to collect their impressions and evaluations after they have used, tasted, or sampled the products for a certain period of time.
It is particularly suitable for products that require long-term use, such as nutritional foods and beauty products.
Users can try the products for free, and companies can obtain realistic answers and hints for improving the quality of their products.
Because the survey is conducted in the user's home, the results can be evaluated under real-life conditions, unlike venue-based surveys.
This method is useful for product development, improvement, and customer acquisition, and can be applied to a wide variety of products.

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If you are looking for a home-use testing (HUT) agency, please feel free to contact us.
Our experienced researchers will provide full support and propose the best research plan.
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Advantages and Disadvantages of Home Use Testing (HUT)

Advantages of Home Use Test

Surveys can be conducted in realistic environments
You can check the progress of product use
Possibility of users growing to like the product through research

Disadvantages of Home Use Test

A certain period of time is required, and users may stop using the product midway
Labor is required to ship and collect products
Different usage environments for each user may lead to variations in survey results

Features of Cross Marketing's Home Use Test (HUT)

Various recruiting methods to acquire the target audience

We are able to acquire subjects with strict conditions by recruiting through the web from our survey panel—the largest in Japan with more than 10 million members.
For those who are difficult to approach via the Internet, we can use opportunity recruiting in combination with recruiters.
Annual recruiting results: approx. 40,000 people (actual results for 2019)

Click here for basic information on panel attributes, headcount ratios, etc.

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Specialty Panels
Drinking Panel Corporate Panel Car Holding Panel Cosmetics Panel Beverage Panel Care Panel Home Appliances and AV Equipment Panel gambling panel Housing Panel High quality contact lens panels Qualification Panel Cell phone panel Financial Panel Motorcycle Panel Newspaper subscription panel Pet Owner Panel Purchasing Panel Disease Panel Smoking and cigarette panels Student Panel Travel Panel

Smooth tabulation with web-based responses and immediate delivery

Survey responses for test product usage are collected through our web-based survey system.
After collecting responses, we will deliver the results along with our basic online research deliverables (raw data, GT table, label correspondence table) and the free tally tool CrossFinder2.

Combining with other methods — the possibilities are endless

For example, by combining HUT with online interviews, you can obtain not only quantitative results but also direct feedback on the product use through interviews.
Online interviews can also demonstrate the actual process, such as how the product was used, via screen sharing.

Read more about the online interview here.

 

Home Use Testing (HUT) Application Examples

Supplements: HUT on diet supplements

→ We asked competitor users to try a sample of the new product every day for a week to determine whether they felt any benefits.

Food: HUT of soft candies

→ Participants tasted new products and answered evaluation questionnaires. This HUT was conducted as an alternative when CLT (site survey) was difficult due to the COVID-19 pandemic.

Daily Necessities: HUT for adult diapers

→ Recruited caregivers and care recipients through opportunity recruiting. Participants compared a prototype diaper with a competitor’s product.

Daily Necessities: Product testing of floor cleaning sheets

→ Participants used the test and control products on different days to evaluate cleaning effectiveness and ease of replacement.

Survey MIX: HUT + Online Depth Interviews

→ Participants used basic cosmetics at home and were interviewed online about their experiences.

Survey MIX: Internet Research + HUT
→ We conducted a concept evaluation through online research, followed by a post-use evaluation questionnaire during the HUT phase.
This allowed for a comprehensive evaluation including both concept and actual product use.

Example of a Standard Schedule and Deliverables for Home Use Testing (HUT)

Standard Schedule

STEP01
Briefing/ Project planning and design: 5 business days~
STEP02
Recruitment: 8 days~
STEP03
HUT fieldwork: 1 week~
STEP04
GT and raw data delivery: 1 business day~ * Web responses
STEP05
Cross-tabulation delivery: 1–2 business days
STEP06
Report delivery: 5 business days~


*Schedules may vary depending on survey content, conditions, and requests. Please contact our sales representative for details.

Deliverables

As with regular online research, we deliver data in our standard format.
We also provide CrossFinder2 data, which clients can easily compile themselves, free of charge.

Raw Data
Raw Data
A labeled list of questions and all response data in Excel format. This can be easily compiled using pivot tables or processed and imported into commercially available tabulation tools.
Simple Tabulation Table (GT Table)
Simple Tabulation Table (GT Table)
Tabulates responses for each question and summarizes results in Excel format.
Useful as a preliminary report to understand the overall trends.
Typically included on the last sheet of the raw data file.
Exclusive Format Data for CrossFinder2
Exclusive Format Data for CrossFinder2
A proprietary format for importing into CrossFinder2, a free tabulation tool for quick and cost-effective self-analysis.
Survey Screen HTML
Survey Screen HTML
We provide the HTML file of the survey screen as documentation of how the actual survey was conducted.
This includes question text, choices, and screen logic.

Optional Deliverables

*Click on the screen to enlarge.

Cross-tabulation Table
Cross-tabulation Table
Unlike GT tables, this aggregates data by designated respondent segments (analysis axes), enabling comparisons between segments.
In addition to basic attributes (e.g., gender, age, lifestyle), segmentation by awareness, purchase frequency, and usage behavior is also possible.
Analysis axes can be customized in consultation with our researchers. Delivered in Excel format.
Report
Report

We prepare an analysis report tailored to your needs and budget.
Typically includes a summary, graphs, and analytical comments by question.
Reports can be delivered in client-specified formats, usually PowerPoint or Excel.

 

Cost of Home Use Test (HUT)

Estimated Example

HUT Estimated cost
50s + 5s spare From ¥550,000
(¥11,000/sample)
100s + spare 10s JPY650,000～ (JPY6,500/sample)
(¥6,500/sample) ¥650,000～ (¥6,500/sample)
200s + 20s of spare parts 200s + spare 20s ¥1,000,000～ (¥5,000/sample)
(¥5,000/sample) 200s + spare 20s ¥1,000,000～ (¥5,000/sample)

*Vertical axis is "questions" and horizontal axis is "collection" Unit is (yen)
*The above prices do not include tax.

Survey Specifications

Target Area:
Tokyo, Chiba, Saitama, Kanagawa
Target Condition: 
Assumed incidence rate 10% or more
Number of Questions: 
20 questions each for use during the first 3 days and the second 3 days
Questionnaire Design:
None (provided by the client)
Allocation: 
Equal by gender and age
Analysis:
None
Deliverables:
Raw data, GT table, CF2 data
* Fees vary depending on survey content, conditions, and requests. For details, please contact our sales staff for a quotation.
If you are looking for a home use testing (HUT) agency, please feel free to contact us.
Our experienced researchers will provide full support and propose the best research plan.
Consultation / Request for Quotation

Related Content

In-store survey
Central Location Test (CLT)
Online Surveys
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