Why writing a robust market research brief is important
Writing a robust market research brief is important whether you outsource the research that you do, or manage it yourselves. It can help you to
- Clarify your thinking
- Form a basis of discussion (both within your company, and between you and the research agency)
- Create common understanding. When commissioning research, you can see how much an agency has understood, and when the project goes ahead, everyone involved has the same document.
- Outline what was agreed at the start of the project, so changes to the research can be easily traced and documented.
The brief is all about thinking through what you need the research to tell you.
The research brief is the document in which you describe the business problem to be researched and its wider context, and what the research problem is that needs to be solved. It’s always good to imagine outsourcing your research, as this makes you go through the motions of preparing the brief as if someone else is going to respond to it with a research proposal.
The quality and usefulness of the research you get will be influenced by the quality of the brief. If the research problem is not clearly defined in the brief, and if you are not clear about what type of information you need to answer your business problem, then your research agency will find it hard to plan effective research.
If you are considering outsourcing a market research project, but not sure how to put together a market research brief, please call us for some free and friendly advice.
Beth Walthew, Director, Prospect Research
About Prospect Research
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