Why write a market research brief?
Writing and agreeing a market research brief helps clarify your research needs and make sure your colleagues are on-board. In turn this will help an agency write a better research proposal, deliver more useful research and help you achieve your desired business outcomes! Here are some questions to consider and headings to structure your brief.
Background to brief
First, describe the problem to solve i.e. what makes this brief necessary. Include any relevant context, for example, what has already been done, what information you have, why you wish to conduct research now, and how the issue or challenge fits with any other initiatives within the company.
Business objectives
Next, explain your business objectives such as to increase sales, attract lapsed customers. Be as specific as you can.
Project objectives
Then, describe the purpose of, or expected outcomes from conducting this piece of work, such as to revitalise your brand, create a product or campaign. What decisions do you wish to make?
Market research objectives
Market research objectives should follow from business and project objectives. Make clear your research aims and information needs. Here it is helpful to list the questions that require answering?
Stakeholders
Now consider who needs to sign-off and act on the research outcomes. Clarifying the audience will help an agency anticipate your needs and help get everyone on-board with a plan.
Research method, scope of work, sample and guidelines
Including guidance on the nature of work required helps make best use of your budget.
- So what are any dos, don’ts or priorities?
- What countries, areas, markets, customer groups to include? Which should get most attention?
- For quantitative research, include the sample size, and length of survey. These are key cost determinants.
- Also describe any stimuli or inputs. Stimuli is useful to probe and develop ideas.
- What timing and budget constraints? Providing a budget makes sure the scale of work proposed is affordable.
- Lastly mention any other decision-making criteria?
Research deliverables
Finally, define what should the project deliver, and if possible what success will feel like?
Do you prefer a particular reporting format (e.g. face-to-face debrief, report, short film, infographic)?
Throughout try to write using plain language and explain any unusual or in-company terms.
Need some help?
Download our handy one page market research briefing guidelines here.
For a totally tailored and inspiring response to your market research brief call Guy Tomlinson on +44(0)1628 400 699 or email hello@themarketingdirectors.co.uk.
