Example Market Research Brief; 15 Top Tips to Write a Better Brief

Why write a market research brief?

Writing a market research brief clarifies your research needs and makes sure your colleagues are on-board with your ideas. By clarifying your needs, you’ll help your agency write a better research proposal. As a result you’ll conduct more useful research and better achieve your desired business outcomes! So here are some key questions to answer and headings to structure your brief.

Background to market research brief

First, describe the problem you wish to solve i.e. what makes this brief necessary? Include any relevant context, for example, work to date, what information you have. Also why you wish to conduct research now, and how the issue or challenge fits with any initiatives within your organisation.

Business objectives

Next explain your business objectives. For example, to increase sales or attract lapsed customers. Be as specific as you can.

Project objectives

Then describe the purpose of research, or expected research outcomes. Specifically, what decisions you wish to make? Perhaps to create or improve a product or create a new ad campaign?

Market research objectives

Market research objectives should follow from business and project objectives. So summarise your research aims and information needs. It helps to list the questions you require answering. Be clear whether you seek understanding (more qualitative objectives), or wish to measure something (more quantitative objectives). Or perhaps both?

Stakeholders

Now consider who needs to sign-off and act on the research outcomes. This helps an agency anticipate your needs and also helps them to help you get everyone on-board with your plan.

Research methods, scope of work, sample and guidelines

Next explain what you require. This is to focus effort of what’s really important and thus get more for your research investment. Though there is no need to be too prescriptive to avoid stifling a creative response to your brief.

Research outcomes

Finally, define what the project should deliver, and if possible, what success will feel like.
Also if you prefer a specific reporting format say what and why? For example, a face-to-face debrief, report, short film, or an infographic?

Writing style

Always use plain language so your needs are clear. And also explain any unusual or in-company terms or acronyms.

Would you like a hard copy of our briefing guidelines? If so just click here.

Finally we hope this page helps clarify your thoughts. So to discuss your research challenge and possible solutions just call Guy Tomlinson on 01628 473699. Alternatively just use the form below or email us.