Research Brief Key Elements

1. The Business Situation

• Identify the specific business opportunity.
• Contextualize with category size, segments, and brand players.
• Assess competition and trends in the category and adjacent categories.
  • Example: For Streaming Video research, consider Movie Theatre trends.

2. Research Objectives

• List objectives in priority order.

3. Hypotheses

• Should be specific, relevant, and testable.

4. Target Audience Sample Qualifiers

• Define criteria for study participation: age, gender, brand usage, etc.
  • Example: Require a driver's license for an Automobile survey.

5. Timing Milestones

• Specify when information is needed.

6. Budget

• Provide a specific dollar amount or allow agency to quote.
• Indicate if budget includes travel, incentives, software, or contingencies.

7. Non-Disclosure Agreement (NDA)

• Include for confidentiality.

8. Source Citation

• Reference information sources for further exploration by the Research Agency.

9. Contact Information

• Ensure contact details are included for project quotations.

10. Secondary Information

• Provide previously gathered data and secure it with an NDA.

Enhancing the Research Brief

• Picture Success: Visualize how research will aid decision-making and success within the organization.
  • Example Scenarios:
    • Marketing VP leveraging research for ad agency decisions.
    • Sales Account Manager enhancing pitches to clients.
    • HR Manager using insights to create compelling recruitment and training materials.
  • Consider how research insights can enable strategic moves, like understanding shifts in consumer behavior.

Conclusion

• Ensure the Research Brief has specific, constructive elements to empower the Research Agency.
• Follow the advice for a truly excellent brief.

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