Writing a market research brief is great way to focus your thoughts on what you want to research and what you want to get out of the research process. It is worth taking the time to write a thorough brief for your own sake, as well as the researcher’s.
The best briefs are:
- Clear and defined in their objectives
- Contextual as to why and what sparked you to do the research now (as opposed to a month ago or a year ago)
- Indicative on how the results will be used in for your short and long term business objectives
The bigger the scope of the project and the greater the importance of the outcome, and the more time and energy you should invest in developing the brief. Remember, it is not about carrying out some research, but about achieving an outcome.
A brief should have as much of the following content as possible:
1. Market and Strategic Overview
This helps researchers understand where this project fits in with the overall strategy, vision and values, and business objectives:
- What is your market? Who are the key competitors? What recent market activity past and present has been happening?
- Who are your target markets?
- What other more subtle factors have impact on your business, such as regulations, seasonality, distribution, pricing, etc.?
2. Background and Role of the Research
This is important. Researchers need context for understanding how the research outcomes will influence your business’ future:
- Why do research?
- Why do it the research now?
- How will the impact the business and marketing programmes?
- What are the limits of the research outcomes? What can or cannot be implemented or changed?
3. Objectives
By distilling your reasons for doing the research down to a few objectives you will clearly see how the research will help your business. You will need to understand and describe the objectives for both the business and the research itself.
- Business objective – What is the over-arching impact of the outcomes to be on your business?
- Research objective – What questions do you want answered? For example, attitudes, behaviour, usage expectations, perceptions. Do you want to understand, evaluate of explore (more qualitative objectives)? Do you want to measure, record, or ascertain (more quantitative objectives)?
4. Suggested Approach & Research Target(s)
This will indicate your thinking with regard to objectives, such as are there specific groups or subgroups you are interested in researching?
5. Timing and deliverables
Identify any requirements you might have in terms of upcoming deadlines and preferred format for results. You may want to consider:
- Data only – no researcher analysis
- Topline (overall basic results) and/or final report (full analysis of results)
- Word report and/or PowerPoint presentation slides
- Presentations and/or Workshops
7. Budget
Any idea of budget is helpful – even just a range – as it helps define the scale of the project possible. Researchers will provide you with the best solution within your means.
8. Existing research or other information
Share any other relevant research or information. Often this helps refine how the research is done and avoids covering old ground. Research builds on what is already known.
If you need any clarification or help with a brief, please contact me Robyn@ResearchCollective.co.nz or 021 263 8947
With thanks to:
Research Association – http://www.mrsnz.org.nz/wawcs0146304/idDetails=166/Writing-a-Market-Research-Brief.html
Ruth Bolle, Research by Design, UK http://memberwise.opendrive.com/files/NF8xODQ1MTM5Nl9IRlJ3Rw/Five%20Steps%20to%20Writing%20the%20Perfect%20Market%20Research%20Brief.pdf