How do I Write a Market Research Brief?
Have you thought much about what how to write your market research brief? Don’t worry, many people haven’t! Whether you need qualitative research or quantitative research, we have a few simple tricks to help you prepare your market research brief for qualitative research, quantitative research or a hybrid research approach. But if you prefer, just call us and we can write it for you.
1. Start with the Context & Objectives for your Research
Why do you need the research, what is happening with your brand or market or consumer? What are your hypotheses, and what strategic or tactical decisions to you wish to make?
In the body of this section, add in any previous research findings and competitive context to assist with a stronger research design to fit your needs.
2. Write your Business and Research Objectives
Start with the overarching objective (either business or marketing). Understanding the business objectives will help the market research agency understand problems or issues the business is facing. For example, declining sales, low satisfaction or successful launch of a new brand or product.
Next, outline the research objectives you want to explore for example it could be to determine the underlying motivations to purchase in the category or identifying who your consumer is for a new product or service offer.
3. Research approach and sample specifications
What market research method will best suit your needs? Focus groups or a survey? Do you want to conduct a traditional piece of research or something more creative?
Who do you think you want to recruit into the research? Consider demographics such as location, age, gender, income, occupation, location, or specific behaviours. Include any specific groups you want to avoid (e.g rejectors of your category or brand.
You may need to include a note on any inputs such as messaging, advertising or concepts that you want tested in the research.
4. Budget and Timing
You will also need to start thinking about your market research budget at this point and how many interviews, focus groups, nationally representative sample your budget can afford and completion timings.
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