What are Asynchronous Focus Groups

Asynchronous learning is based upon the general term used to describe a form of learning or instruction that doesn’t occur at the same time or place. We describe these groups as internet forums that use resources to facilitate the sharing of information and opinions outside of a set time and place.

Why use Asynchronous Groups?

The group benefits of this focus group style can be linked to constructivist theory, which emphasises the importance of peer-to-peer interactions.

Whilst we’re in a time of change, people will learn and interact with things differently, especially with this new, heavier reliance on digital formats. Research needs to align with this and remain adaptable and flexible whilst maintaining the high level of insight provided.

Your consumers would then be asked predetermined questions, with the option to post them all at once or staggered, and your participants would move through the topics or threads for each question.

The aim is the same as in other focus groups: to use different techniques to gather feedback on products or services and to share opinions. Being able to respond to each other at any time allows people to go back and leave comments or start conversations that can provide more in-depth insights the brand can use. All from the comfort of your respondent’s own time, location and pace. These conversations also don’t hold up the group and allow for the flow to continue whilst others contribute.

The threads will be monitored by the brand and researchers, who can post questions at any time and send reminders to participants who haven’t answered yet. Because you can see conversations and analyse responses instantly, you get feedback instantly.