How to Write a Market Research Brief (+ Free Template)

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1. A market research brief is a document a client produces detailing important information about their unique situation and research requirements. This information should include (but is not limited to) the context of the situation in which the decision to conduct research was made, the initial objectives, and the resulting actions that hope to be taken after the research has concluded. This brief would come before the typical market research plan (see our example here), and so any information that is contained within the brief will be subject to modification once in-depth chats between the client and the research agency have been conducted. This is one of the most important initiating steps for market research as it provides the necessary information that researchers need to understand your needs as much as you do yourself. There is a lot to be said for being on the same page at this early stage of the research experience. While different agencies will prioritise different aspects of the research project, 90% of the brief will follow the same lines, so a draft should always be made and then it can be easily edited to the agency’s requirements. Why Create a Market Research Brief? Writing up a brief is essential for the clear communication of your research requirements. Clear communication from the very start is essential if a positive working relationship is going to bloom between the parties involved. This brief outline of a business’ unique scenario communicates information that researchers need in order to achieve a high level of understanding which they can use to create and further refine a detailed plan the research experience. Tweet This Writing up a brief is essential for the clear communication of your research requirements. Discover the key 5 components required to create the perfect market research brief. “A description of the target markets will also be needed at this point: covering the geographical territories, the target audience (consumers vs. potential consumers) and any specific demographics that should be included or excluded.” The other set of objectives that are needed within the brief, are the research objectives. Now, these are usually formed as questions that the business would like answered, but are subject to modification with the input of the researcher as they will know what is achievable, and what the business needs instead of what they want. Research objectives also cover what the business want to do with the insights generated as that gives an indication of what sort of research needs to be conducted. For the best research experience that ends in fully applicable insights, aligning business and research objectives is imperative. 4. Research Methods While this will also be subject to modification, an idea of what types of research methods the business might want to employ for this research experience will provide insights on a couple of things to a well-trained researcher. Firstly, it will indicate the business’ level of knowledge on market research, which will allow the researcher to adjust their tone, etc. to accommodate for any knowledge gaps that might be present. Secondly, it will indicate what type of research that the business is looking to conduct (i.e. qualitative or quantitative, etc.), even if they don’t know it themselves. This section also serves the purpose of sparking a bit of research on the business’ end to see for themselves what options are available to them. 5. Business constraints This is a relatively simple one. Constraints such as time and budget are imperative to communicate to the researcher, as this will be the main factor in the shaping of your research experience. Depending on whether a business is very constrained or loosely constrained will determine what types of research tasks should be employed, and how extravagant and dedicated a researcher can be in their pursuit of insights for the business.  a.

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2. The other set of objectives that are needed within the brief, are the research objectives. Now, these are usually formed as questions that the business would like answered, but are subject to modification with the input of the researcher as they will know what is achievable, and what the business needs instead of what they want. Research objectives also cover what the business want to do with the insights generated as that gives an indication of what sort of research needs to be conducted. For the best research experience that ends in fully applicable insights, aligning business and research objectives is imperative. 4. Research Methods While this will also be subject to modification, an idea of what types of research methods the business might want to employ for this research experience will provide insights on a couple of things to a well-trained researcher. Firstly, it will indicate the business’ level of knowledge on market research, which will allow the researcher to adjust their tone, etc. to accommodate for any knowledge gaps that might be present. Secondly, it will indicate what type of research that the business is looking to conduct (i.e. qualitative or quantitative, etc.), even if they don’t know it themselves. This section also serves the purpose of sparking a bit of research on the business’ end to see for themselves what options are available to them. 5. Business constraints This is a relatively simple one. Constraints such as time and budget are imperative to communicate to the researcher, as this will be the main factor in the shaping of your research experience. Depending on whether a business is very constrained or loosely constrained will determine what types of research tasks should be employed, and how extravagant and dedicated a researcher can be in their pursuit of insights for the business.  a. “Different agencies will offer different reporting options and it helps to know which you would like.” Stay up to date

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