In-Home Usage Testing (IHUT) Platform

Challenge

King’s Hawaiian came to us to discuss potential line extensions. As a dominant player in the bakery space, King’s Hawaiian needed to understand consumer reactions to potential new products in the pipeline among current and potential customers.

Solution

We packed and shipped the new King’s Hawaiian products to a curated segment of our community for agile in-home testing in just two days.

✅ 180 buns sent nationwide

✅ 94% survey completion rate from targeted Highlighters

✅ 4 days from product receipt until initial data

Result

In less than two weeks, King’s Hawaiian was ready to revise its roadmap for its new product line with an assessment of brand fit and product resonance among loyal and new customers. By understanding the key sensory insights, they were able to prioritize across products in the innovation pipeline.

In-Home Usage Testing FAQs

What is in-home usage testing (IHUT)?

In-home usage testing (IHUT) is a real-world product trial where consumers test your product in their own homes, providing authentic feedback on usability, performance, and appeal in their daily lives.

Unlike focus groups or lab testing, IHUT captures genuine, unfiltered insights by observing how products perform in real-life settings, delivering feedback that actually reflects consumer behavior and preferences.

Learn more:

IHUT testing explained (full guide)

15 brands that used IHUT to innovate better products

How to choose the right product testing company

What are the benefits of in-home usage testing?

IHUT delivers authentic, actionable insights by evaluating your product in real-world conditions. Key benefits include:

1. Realistic feedback, such as how a cleaning product performs on a user’s countertops, bathtubs, and other surfaces
2. More comprehensive evaluation
3. Targeted insights from your preferred demographic or customer base (e.g., parents of toddlers testing organic snacks)
4. Faster time to market

What kind of products are best suited for IHUT testing?

Products that need real-world use to assess functionality, durability, or appeal—like food, beverages, beauty products, apparel, or household items—are ideal.

How is feedback collected and analyzed in an IHUT program?

Feedback is collected through surveys, written and video diaries, and real-time user interactions, then analyzed to highlight trends, issues, and actionable insights.

How does Highlight ensure the quality of their product testers?

Potential Highlight product testers must go through a rigorous screening process, with only 48% acceptance into the Highlighter community. This exclusivity guarantees a reliable pool of engaged participants.

Highlighters consistently deliver results, with 90%+ survey completion rates, ensuring robust and comprehensive feedback. Additionally, the community’s loyalty is unmatched—less than 0.7% of Highlighters have ever requested to delete their accounts, reflecting their commitment and satisfaction.

What logistics does Highlight manage for IHUT?

Participant recruitment
Turnkey logistics, including product shipment and tracking
Test timeline coordination
Tester instructions for use and feedback
Real-time test tracking via Highlight’s dashboard
Feedback collection
Data analysis and reporting
Compliance with privacy and regulatory standards
Secure data storage and management

How quickly can a brand run an IHUT test using Highlight?

With Highlight, brands can run an IHUT test and receive actionable insights in just ~3 weeks from start to finish. Our nearly perfect data validity rate—just 1% junk data compared to the 30% industry standard—means you’ll get fast, reliable results you can trust to make confident decisions.

What makes Highlight’s IHUT testing platform unique compared to other services?

Highlight streamlines IHUT with a digital platform that handles everything from recruitment to data analysis. Pre-screened testers ensure you get feedback from your exact target audience, while real-time analytics deliver actionable insights fast. Unlike lab testing or focus groups, IHUT captures genuine consumer behavior at home, giving you the real-world insights you need to make confident, informed decisions and launch with success.

Fast, Reliable IHUT Testing Services for Better Products

Trusted by teams of 1 to 1000+

Real-world usage in a natural setting with in-home usage tests

Your flexible, agile IHUT product testing platform

Product & Line Optimization For King's Hawaiian

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In-Home Usage Testing FAQs