Home-visits
（Ethnography Research）
Home-visits（Ethnography Research） is a qualitative research method conducted to "see" and "observe" participants' actual behaviors by visiting their homes, workplaces, etc., directly.
What Is Home-visits（Ethnography Research）?
Achievements of Asmarq
6,600 PROJECTS EVERY YEAR.
We are a trusted agency
supporting a wide range of industries.
suppliments
Our quality standards
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Recruiting
We have more than 1 million high-quality in-house monitors. Including our affiliated panels, we can access a total of over 17 million monitors.
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Certification by ISO organization
We have established an actual inspection system based on the ISO standard for market research services, JIS Y20252 (ISO20252), which is an international standard established by the ISO (International Organization for Standardization).
This standard guarantees that we meet international quality management standards specific to the service process management of market, public opinion, and social research,
certification is granted after a rigorous audit by an external organization (JMAQA). -
Moderator and Attending staff
We have established a diverse network of moderators. We can smoothly assign appropriate moderators according to the research.
Our bilingual or trilingual staff will attend to your research throughout the day, including promptly arranging your transportation on the day of the interview. -
Personally Identifiable Information (PII) Management
In handling Personally Identifiable Information (PII), we also hold the registered trademark P Mark* as certification from an external organization in Japan.
Not only proper management, but also a complete management system, you can rest assured that you can rely on us to handle recording and give and receive permission for monitoring.
*What is P Mark?
The P Mark (Privacy Mark) is a registered trademark (service mark) that certifies that the company has a system in place to take appropriate measures to protect personal information in Japan.
Features of ASMARQ's Home-visits（Ethnography Research）
Recruiting Know-How Accumulated through 22-Year Experience
ASMARQ recruits participants that match your criteria with our 22-year experience, know-how accumulated through a great number of recruitments for Ethnographic studies, accurate check-ups based on abundant knowledge, and various recruiting methods.Well-Experienced Interviewers
In Home-visits（Ethnography Research）, the matching of a researcher (interviewer) and the characteristics of the survey is crucial because interviewers significantly influence results. With our vast network, we can assign the best researcher (interviewer) well-experienced in the field of Home-visits（Ethnography Research） and well-versed in the survey theme, e.g., child care, business, fashions, pets, ITs, nursing, etc.Online Home-visits（Ethnography Research）
Online research combined with an interview and Home-visits（Ethnography Research） is available. Researchers can carry out surveys with various options when conducted online since it is versatile and capable of recording/playing videos, sharing lines and photos, transferring videos, etc., while living. This research style is suitable for respondents living in an area that is not easy for a researcher (interviewer) to visit.Understanding Japan's living conditions
The home visit survey provides a flexible understanding of the actual living environment in Japan, including kitchens, living rooms, baths, sleeping spaces, and even parking lots.We cover the Kanto area, the central city of Japan, as well as the Kansai area, including Osaka and Kyoto. Photography and video recording are also available during the survey. (Prior consent required)
Pre-task before home visiting
We can send designated products to the monitors for the pre-task for them to try the product out in advance, and we can also collect photos and diary data showing the use of the products before home visiting.Understanding the demographics and preferences of the monitors from the pre-task can improve the quality of the survey data obtained on the day of the fieldwork.
Occasions for Making Use of Home-visits（Ethnography Research）
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Discovering the Potential Needs
Sometimes daily life inconveniences are not shown in answers to questionnaires and interviews because consumers are used to those inconveniences. Home-visits（Ethnography Research） allows researchers to discover such unconscious needs.
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Capturing Honest Opinions and Actual Situations
Home-visits（Ethnography Research）, where the consumers' lives are observed, enables researchers to know more realistic situations while participants feel nervous without realizing it, which makes it hard to hear honest opinions.
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Discovery of Realization in Real Life
In Home-visits（Ethnography Research）, observation of actual consumption behavior enables researchers to study why the consumers buy and use the product. Knowing how the product is being used in real life leads to the creation of products that match the consumers' demands better.
Moderator Profiles
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| Age | 30s | 40s | 30s | 40s |
| Moderation experience |
Independent freelance moderator for 3 years (and 5 years experience beforehand) | More than 10 years | Independent freelance researcher & moderator for 10+ years | Independent freelance moderator for at least 4 years (prior to that, 12 years experience while working for a research firm) |
| Specialty field |
Usability, IT, Entertainment, Gaming, Tobacco, Alcohol, Apparel, Healthcare |
Credit card, Financial, Apparel, Fashion, Luxury, Entertainment, Gaming, Healthcare, Cosmetics Hair/ Body / Face / Foot Care, men’s cosmetics, IT/Internet/Web service, Digital Device / Mobile Phones, Dental, Food & Beverage, Toys/Children’s Research, Travel/Tourism, Tobacco/e-cigarette, |
Food & Beverages, Beauty & Personal Care, Healthcare | Food & Beverage, Retail & EC, Software & Apps, Entertainment (Game & Movie), Financial Services, OTC Medicine, Cosmetics & Hair-care, Pet Foods |
| Number of projects |
IDI & FGI (face to face, online),In-home | IDI & FGI (face to face, online), In-home, On-sight (bar etc.), Shop-along, Workshop, Phone, Online community, Store intercept | IDI & FGI (Max. 3-4 people), Ethnography, Observational research, Online community, Diary studies | IDI & FGI (face to face, online), In-home, Shop-along, Workshop, Online community |
| Languages | English, Japanese (native English speaker. Moderation and Report are available in both languages) | Moderation: Japanese, English Report: Japanese, English |
Moderation: Japanese, English Report: Japanese, English |
Japanese (moderation), English (report/briefing only) |
Example projects
Home visit survey about skin care
| Sampale size | 5ss |
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| Criteria | Living in Tokyo, using skincare products every day, the products costing around 3,000-5,000 yen per product |
| Details |
To observe the places and items where skincare is usually carried out. Accompany respondents where they usually purchase products and ask how they usually select brands while holding the products in their hands. |
Home visit survey about automobile
| Sampale size | 10ss |
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| Criteria | Living in Tokyo or Osaka, Japanese or international car owner, decision maker of purchasing cars, driving by themselves (Quota by car brand) |
| Details |
To observe cars and parking lot. To understand the Japanese residential format by checking the form and size of the resident. |
Home visit survey about laundry
| Sampale size | HV：10ss HUT：5ss |
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| Criteria | Living in Tokyo, Doing laundry more than 3-4 times a week, decision maker of choosing laundry detergent and softener (Quota by brand) |
| Details |
To observe the location and usage of detergents and fabric softeners usually used in washrooms where washing machines are installed. After interviewing the selection method, 5 home-use test participants will be selected. Test products are sent home to the participants who are already selected, and a comparison is also made between the prototype and the product they normally use. |
