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. In turn this helps an agency write a better research proposal, conduct more useful research and thus better achieve your desired business outcomes! Here are some questions to consider 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, 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 require understanding (more qualitative objectives), or to measure something (more quantitative objectives), or 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 helps focus effort of what’s really important and get more for your research investment. Though do not be too prescriptive so as not to limit a creative response to your brief.
- So what are any dos, don’ts or priorities?
- What customer groups, markets, areas or countries to include? Also which merit most attention?
- For quantitative research, include the sample size, and length of survey. This is because these are key cost determinants.
- Also describe any stimuli or inputs. Stimuli is useful to probe and develop ideas.
- What are any timing and budget constraints? It helps to be realistic on timing. Providing a budget helps researchers provide the best affordable solution.
- Lastly mention any other decision-making criteria.
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 acronymns.
For further research inspiration read our blog posts and download our example market research brief as an aide mémoire.
Request an inspiring research proposal
For an inspiring response to your market research brief email or call Guy Tomlinson on +44 (0) 1628 400699.
