Test Products Where Life Happens —
Not in a Lab
Capture feedback at every stage — from first impression to habitual use — with push-triggered surveys and behavioral validation that traditional panels can't match.
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13M+
Opted-In Consumers
80%
Recontact Rate
0%
Fraudulent Respondents
Trusted by Global Leaders
Products in Homes, Insights in Hand
In-Home User Testing (iHUT) puts real products in real consumers' hands — in their kitchens, bathrooms, and living rooms. Over days or weeks of natural use, staged surveys capture how perception evolves from first impression through habitual use. No lab. No artificial setting. Just authentic, extended-use feedback.
MFour supports monadic, sequential monadic, and paired comparison designs — blinded or branded — with sample sizes from 100 to 300+ per cell for the statistical precision your stakeholders require.
Sensory Evaluation
Taste, smell, texture, and appearance assessed over repeated use — capturing how perception changes as novelty fades and habits form.
Usability & Performance
Real-world product performance across diverse households, routines, and use conditions that a controlled lab can never replicate.
Claims Validation
Generate defensible substantiation data — '9 out of 10 preferred...' — backed by verified consumers and behavioral corroboration.
Your Research Partner for
Recruitment & Survey Fulfillment
Leading market research firms rely on MFour for iHUT recruitment and survey fulfillment. Our app-native panel delivers the response rates and recontact rates that multi-stage iHUT studies demand.
App-Native Panel, Not Email Lists
Push notifications drive a 50% response rate and 80% recontact rate across multi-stage iHUT surveys — baseline, mid-use, and post-test. The biggest iHUT pain point is drop-off between ‘product shipped’ and ‘survey completed.’ Our app-based panel compresses it.
GPS & Behavioral Validation
Traditional iHUTs rely on the honor system — participants say they used the product. MFour’s GPS and behavioral signals confirm context: home presence during the usage window, app and web engagement tied to the product category, and real-world actions that validate actual usage.
Closed-Loop Behavioral Data
Connect stated preference to downstream action. Did testers search for the brand afterward? Visit a retailer? Make a purchase? That’s a closed loop traditional panel-plus-shipping vendors can’t deliver.
First-Party Validated Identities
Every wasted respondent in an iHUT means wasted product, shipping, and incentive. Validated, first-party demographics eliminate screening fraud on targeted studies like ‘moms of kids under 3 who shop at Target.’
Self-Serve Studio Platform
Field, monitor, and analyze in one platform. No back-and-forth with a full-service agency. Shorten timelines from weeks to days.
From Doorstep to Deep Insight
Five steps. Verified consumers. Staged feedback. Connected behavioral data.
Define Your Study
Select your target demographics, choose your test design — monadic, sequential monadic, or paired comparison — set the usage period (1–4 weeks), and define your survey stages.
Recruit Verified Consumers
Draw from 13M+ opted-in, first-party panelists — including the young and multicultural consumers that email-based panels consistently underrepresent. Validated identities match your exact target profile with zero screening waste.
Ship & Confirm Delivery
Coordinate product fulfillment with your shipping partner. Delivery confirmation automatically triggers the baseline survey — no manual follow-up needed.
Push-Triggered Staged Surveys
Baseline, mid-use, and post-use surveys delivered via push notification at precisely timed intervals. 50% response rate — 5 to 10x the industry average.
Get Answers Instantly with DANI™
Your personal AI analyst is ready the moment data starts flowing. Ask any question about your results in real time — no waiting on a research team. When the project completes, DANI generates your full polished report instantly.
Study design, panelist recruitment, product shipping coordination, survey deployment, and behavioral data connection all happen inside one platform — no need to stitch together a solution from multiple vendors.
See the Product in Use —
From the Consumer’s Perspective
Every iHUT study can capture photos, videos, and voice responses directly inside the MFour app — so you get unfiltered product usage and in-the-moment sentiment alongside every quantitative answer.
Beyond the Likert scale.
Real footage. Real reactions.
Survey questions can prompt testers to submit a photo or a short video at any stage — unboxing, first use, a week in, or the moment they decide whether to repurchase. Every file is tagged to the respondent, the study stage, and the behavioral and demographic data you already have.
- Trigger capture prompts at any survey stage
- Photo, video, and audio open-ends inside the same survey
- Every asset linked to validated, first-party respondent data
- Review, clip, and export footage from the MFour Studio
- Pair qualitative footage with GPS, behavioral, and purchase signals
Question 4 of 6
Record a 15-second video showing how you’re using the product right now.
Photo Capture
Prompt testers to snap the unboxing moment, the before-and-after, the pantry placement, or the product in real use — directly inside the survey.
Video Capture
Request 15- to 60-second video clips to watch consumers setup, taste, apply, or react in the moment — with facial expression and tone you can’t get from a text answer.
Sentiment in Their Own Voice
Open-end audio and video responses capture qualitative depth at quant-scale — pair every emotional beat with behavioral data and stated preference.
Traditional iHUT Panels vs. MFour
Products Are Used by Everyone
Your Testers Should Be, Too
Email-based panels consistently underrepresent young males, Hispanic, and Black consumers — the very audiences that drive trends in food, personal care, and household products. MFour's mobile-first panel fills hard-to-reach quotas in days, not weeks, so your iHUT results reflect real-world diversity from the start.
“MFour’s speed and recontact rate is why we use them time and time again to fulfill iHUT surveys.”
Research Team
Ipsos
Real Products, Real Answers
iHUT delivers extended-use insights across every category where real-world context matters.
Food & Beverage
Taste tests, recipe reformulation, packaging evaluation, and shelf-stable claims — capturing how flavor perception evolves from first bite through habitual consumption.
Personal Care & Beauty
Skincare routines, fragrance longevity, packaging usability, and claims substantiation — measured across diverse skin types, climates, and daily routines.
Household & Cleaning
Cleaning efficacy over repeated use, scent evaluation, packaging dispensing, and refill adoption — in real kitchens, bathrooms, and laundry rooms.
Pet Care
Pet preference observation, palatability testing, packaging convenience, and repurchase intent — validated by the humans who buy and the pets who decide.
Small Appliances & Electronics
Unboxing experience, setup ease, feature discovery over time, and long-term satisfaction — capturing the full arc from excitement to everyday utility.
Health & Wellness
Supplement routines, taste and texture of consumables, packaging compliance, and label comprehension — where real-world adherence matters more than lab intent.
Powered by the Largest First-Party Consumer Panel in the U.S.
Every location-triggered survey runs on MFour's opted-in, verified panel — the foundation that makes GPS-verified, point-of-emotion research possible at scale.
13M+
Opted-In Consumers
2,000+
New Panelists Daily
50%
Response Rate (5-10x industry)
9
Connected Data Streams
Fair Trade Data — 100% opt-in, 10x industry compensation, verified identities.
Go Beyond What They Say —
See What They Do
Surveys capture why. MFour's DANI™ contextualizes surveys with the what — connected behaviors across 9 data streams, from ChatGPT to checkout for full consumer journey mapping.
What did verified Target visitors do before and after their trip last week?
142K
2.3x
71%
43%
Top Apps Used Within 30 Min of Store Arrival
67% of verified Target visitors researched products on competitive apps and websites within 24-hrs of arriving while 27% did the same within 30-min of walking into Target.
Ready to Put Your Product in Real Hands?
From first impression to habitual use — capture every moment with verified consumers, push-triggered surveys, and connected behavioral data that follows the journey from doorstep to repurchase.