In-Homes

Another notch on the research belt - I attended some in-home groups!

So far I have done focus groups (lots), one-on-one interviews, in-store interviews, and man on the street. At most of the research I was an observer or did a lot of behind-the-scenes stuff (checking people in, videotaping, taking notes, etc), but several times I actually did the interviewing. My next step is to moderate a group...I think I'm okay with one person but group dynamics throw in a whole new challenge.

In-homes, however, I had not up until now been able to observe. I served as camera person for the day but it allowed me to observe quite a lot of the groups without having to worry about asking the right questions, etc.

What I can say about in-homes is that the information is so much richer. People are more relaxed, the other people in the group are their friends, they are in their own home or a place familiar to them, and they are just gabbing about something they're interested in. What's great about in-homes is that people get comfortable more quickly, they say a lot more, and they are able to call each other out/keep each other honest. It's very interesting how much they're willing to tell you and it's just a lot better experience than being in a facility.

Facilities tend to be less warm and welcoming, you're surrounded by people you don't know and the people viewing you are all behind this mysterious glass. With an in-home, it's very transparent. The person videotaping you is reacting to what you say, someone taking notes and just observing can actually look you in the eye, and people involved (from the agency-side) actually have to be involved. Too many times, behind the glass you can separate yourself - not pay attention, get bored, not really listen. But when you are sitting in someone's home and listening and perhaps even participating, it will have a lot more impact on you.

I think I would rather do in-homes than a facility focus group any day. But there are other ways...it could even be in a coffee shop, a bar, anywhere that is familiar to the person you're talking to. I think that environment and atmosphere is contextually very important to a person. How are they supposed to talk with ease when they're busy feeling out the new situation they've been put into with new people.

And forget it if you're trying to get through to a shy person - they won't even make it through the door because they'll be screened out well in advance!

It was just a great little view into what more I can look forward to. I feel like for now I'm a bit on the outside looking in - I see all of these things that I can do to help my brands, to engage the consumer, to learn more, but I'm not quite to the point of getting to do these things on my own. I want to approach a problem and decide what to do with it. I want to engage people in a different way and find out something amazing about them. I want to bring this information back to the agency and excite people with what I learned and what we can do with it.

I guess you can say that with the AP Conference and this research I had a whole week of "Appreciating Account Planning." Not that I didn't appreciate it before, but it's nice to have a little reminder of how much I enjoy this career that I have landed in. I worked hard to get in and that fiery passion that got me here is alive and well today.

Alright, I'll stop drooling all over Planning now... :p