What is the purpose of a research brief?
A research brief would usually be the first step for an organization when reaching out to research agencies for support with a project. It is designed to give as much information as possible about what the project needs to achieve to allow an agency to design a solution that will meet your needs.
What should a research brief include?
A typical structure for a research brief would be:
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Background: What was the trigger within your organization to mean that the project is required?
Although agencies will appreciate that some information cannot be shared at briefing stage for confidentiality reasons, the more detail included in this section the more easily an agency can understand the context behind the brief.
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Objectives: What research questions does the research project need to answer in order to be a success?
And what business objectives will the outcomes be used to inform? By understanding your objectives, an agency can recommend alternative approaches that you may not have considered, as well as ensuring that the project design is tightly tied to the desired outcomes.
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Proposed method: Based on your internal conversations, what method are you expecting to be most appropriate for your objectives?
This could be as simple as including your preference for a qualitative rather than a quantitative methodology, or as detailed to include the specifics of how you would like agencies to approach the project design. Don’t worry if you’re not too sure, you can also leave this completely open and an agency will recommend what method they think is most appropriate. They will also not be afraid to push back if you suggest a method that they believe is not the best fit for your research objectives.
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Target audience: Who do you want to speak to?
For example, is this a customer project where you can supply contacts to the agency to reach out to? If so, a rough idea of the number of contacts available to include in the project and the existing level of engagement can be a great help for an agency to propose a realistic sample plan. Or is it a market study where you would like the agency to recruit suitable participants to take part? In this case, as much as detail as possible about the type of person you would like to include ensures the agency can accurately determine feasibility and cost. Consider here – industry sector, job role, level of seniority, decision making responsibility and for what, and use of a particular product/service (as a starting point).
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Budget & timeline: Are you working to a particular budget for the project, and by when do you need the results?
An understanding of your budget means that an agency will come back to you with options that align with this (although they may sometimes share multiple options so you can see what is achievable with a slightly higher budget). When considering timeline, think about hard deadlines for when you really need the results (e.g. an upcoming leadership meeting), rather than ‘as soon as possible’. B2B projects typically take longer than consumer projects due to audiences being more niche, but agencies will always endeavor to complete the project as quickly as possible.
What happens next?
Although a research brief is a great starting point for discussion, a research agency will also ask a range of questions to ensure they have all the information required to move forwards with a proposal. This would typically be over a short call.
At B2B International, we understand that conversations may be at an early stage, so if you do not yet have a formalized research brief but would like to discuss the options for your research questions, please get in touch for an exploratory chat!
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How to Ensure Representativeness of Samples in Customer Research The Case for Custom Research: The Pitfalls of Standardization and the Quest for Uniqueness Going for Gold: A Lesson in Poor Survey Design How to Engage Internal Audiences to Maximize the Effectiveness of Market Research B2B Insights Podcast #62: How to Achieve World-Class Quality in B2B Market Research
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