One of the most revealing and informative ways of determining the attitudes, beliefs, and psychographics of an individual is by witnessing how that person absorbs information about a relevant concept while in a familiar environment. When does he or she change the television channel, or browse to a different news source or article online? How much do social media outlets play a part in the diffusion and interpretation of news? In-home interviews allow us to observe people consuming information – and to ask questions about their emotional investment at that time.
