In-home testing (iHUT) traces its origins to the consumer packaged goods industries and the formation of the first marketing research departments during the 1920s and 1930s. With the end of World War II in 1945, the practice of in-home usage testing spread rapidly.
Returning soldiers, new marriages, new babies and a population deprived of many consumer goods through the Great Depression and the war years fueled rapid growth in consumer goods industries after the war.