The allure of live research engagements—reminiscent of a backroom with a one-way mirror and a client eagerly awaiting customer feedback—is a stereotype from a bygone era. Today, technology has transformed how research is conducted, with live focus groups often taking place online. While the traditional setting might evoke nostalgia, the reality of online research brings its own magic when a new idea or perspective emerges spontaneously.
However, achieving these magical moments in live research requires precise alignment of numerous variables. A consistent and well-structured approach often yields more reliable insights. This is why many researchers now advocate for asynchronous data collection as the primary method. Asynchronous research offers greater control over the challenges inherent in live sessions, such as managing people, time and data. While live sessions remain a valuable option, they are increasingly viewed as a complement to asynchronous qualitative collection.
People
Effective research hinges on understanding and managing people, which can be challenging.
1. Flexibility: Scheduling focus groups or in-depth interviews (IDIs) can be complex, and attendance is not always guaranteed. Asynchronous methods provide flexibility, allowing participation over an extended period, which accommodates busy schedules.
2. Inclusivity: Traditional focus groups may require turning away participants if the group size exceeds capacity. Asynchronous communities can accommodate more voices, maximizing recruitment efforts.
3. Moderator Consistency: Consistency and attentiveness from moderators are crucial. Asynchronous settings ensure uniformity in questions and perspectives, facilitating easier collaboration among research teams.
Time
Time is a limited resource that must be utilized effectively.
1. Efficiency: In a typical 90-minute focus group with a moderator and four participants, each person effectively gets about 18 minutes of airtime. The collective time spent could be utilized more effectively in an asynchronous setting.
2. Balanced Participation: Dominant speakers can overshadow others in live sessions. Asynchronous communities provide space for all voices to be heard, leading to more balanced insights.
3. Flexible Pacing: Covering a full discussion guide within a set time can be challenging. Asynchronous environments reduce the pressure to watch the clock, allowing for deeper exploration of unexpected or unique insights.
4. Creative Exercises: More involved exercises often require additional time and consideration. Asynchronous methods provide the space needed for such activities, fostering creativity beyond the constraints of live sessions.
Data
Data is the core of research work.
1. Simplified Analysis: Live research requires piecing together transcripts from multiple sessions, which is labor-intensive. Asynchronous platforms streamline this process, allowing for quicker, more comprehensive data analysis.
2. Accessible Results: Managing who can access results and how to facilitate backroom collaboration is crucial. Asynchronous methods enhance data quality and stakeholder collaboration, enabling critical questions to be posed to the entire participant population.
3. Strategic Questioning: While live sessions can include close-ended questions, asynchronous settings offer greater strategic deployment of both open and closed questions. This approach leads to faster top-line results and more focused qualitative analysis.
Asynchronous qualitative research provides flexibility, maximizes time efficiency and enhances data collection options. The best part? Live interactions can still be incorporated as needed for that final finishing touch.
While live research has its place, the advantages of asynchronous methods—greater exploration, structured data, participant schedule accommodation, inclusion of less dominant voices and ease of stakeholder collaboration—make it the preferred choice for robust, exhaustive results.
Learn More
Ready to enhance your research capabilities? Book a demo with us today and discover how combining asynchronous and live methods can elevate your insights.
.svg)
