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5 Benefits of Asynchronous Qualitative Market Research

  • April 25, 2023
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For some experiences in life, the first time really is magical. Your best memories may involve the first time you saw the ocean, flew in a plane, or hosted a dinner party. Because these firsts only happen once, capturing your memories in the moment takes on a special meaning.  

And then there are the more mundane life experiences – for example, the first time you spot a new product on a grocery store shelf or try that product for the first time. But for brands looking to create amazing experiences with any given product, these experiences that might seem mundane are incredibly important. Getting consumers’ raw and unfiltered reactions, emotions, and feelings about a product is absolutely crucial to improvement, innovation, and growth. 

To capture these moments of truth, it’s important for researchers to make the process of sharing feedback as convenient as possible. No one benefits from intrusive market research that drives test subjects away, forever depriving companies of the insights they need to strengthen their product offerings 

That’s where asynchronous market research comes in. 

Asynchronous market research collects data and feedback from consumers when it’s simplest for them, without requiring that participants and researchers all be present at the same time. It also drives more accurate insights, because you’re capturing feedback in real life contexts. For example, you can see how people use dishwasher detergent in their own homes, instead of a fake kitchen setup in a research facility. Simply put, seeing how people interact with products in real situations leads to better research. 

We find that the most effective asynchronous research methods are done through mobile apps that consumers can download to their smartphone, allowing them to record videos of usage and remotely answer deeper follow-up questions from research moderators. 

So how can your brand benefit from conducting asynchronous market research? 

1. Enjoy Greater Convenience

Traditional synchronous research methods, such as focus groups or in-person interviews, require participants to be available at a specific time and place. These constraints can be challenging for consumers with busy schedules or rigid work hours. 

Asynchronous research methods allow participants to provide feedback and data at their own pace. This flexibility often increases participation rates because participants can provide feedback whenever it’s most convenient for them. Moreover, researchers don’t have to spend time nailing down a suitable window for a synchronous meeting. 

2. Get a Larger Sample Size

Because asynchronous market research allows consumers to participate in projects at their convenience, it opens opportunities to consumers who aren’t available for real-time research because of their time zone, location, or schedule. Asynchronous approaches like mobile apps can reach a larger audience, as participants can download and use the app from anywhere with an internet connection, offering panels that are more diverse and representative of potential consumers. Even if there’s no stable internet connection, research participants can still record videos of their product interactions in the moment and then upload them once they’re back online. 

3. Control Costs

Asynchronous market research eliminates the need for expensive in-person meeting venues and related equipment. Plus, mobile apps can be created and monitored at a relatively low cost, making asynchronous approaches available to companies with a limited research budget. 

4. Reduce Response Bias

With traditional synchronous research methods, participants may feel pressure to conform to group norms, meet the researcher’s expectations, or provide socially desirable responses. Asynchronous market research can reduce this response bias, as participants can provide feedback anonymously or even automatically, without the pressure of real-time interaction. This can result in more authentic responses, providing more valuable insights into consumers’ true attitudes and behaviors. 

5. Unlock Deeper Insights Faster

Asynchronous research often yields more useful insights—and does so faster—than real-time research methods. With mobile apps, researchers can begin analyzing data as soon as participants submit it, delivering rapid insights into consumer attitudes and preferences. Mobile apps provide real-time information, such as location-based data or user behavior data, that can help companies understand precisely how their products are being used in the real world. 

Asynchronous market research can also be used for longitudinal studies where consumers offer feedback over an extended time interval. These studies give companies insights into changes in consumer attitudes and behaviors, which can give hints to changing consumer preferences and emerging trends. 

At QualSights, our asynchronous Mobile Qualitative Platform has helped the brands we work with get incredibly detailed, in-depth insights from their consumers around the globe. To learn more, schedule a demonstration today. 

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