How to commission research
Refer to the section “What is Research" to give some insight into how research is conducted and how to make sense of the data.
Below are tips on how to write a research brief to achieve the best possible outcome.
Writing a brief can often be a very challenging and time consuming process – especially for first timers. However it is essential in order to get the best possible solution for your research needs. Below are some guidelines to help clients put together a great brief.
A Great Brief:
The bigger the scope of the project and the greater the importance of the outcome, the more time and energy you should invest in developing the brief. Remember, it is not about carrying out some research, but about achieving an outcome.
A brief should contain some, and ideally all, of the following information.
This helps researchers understand where this project fits in the overall strategy, vision and values, and business objectives:
This is the most important part of the brief, as it specifies where the research fits in your marketing activity, and more specifically, the types of decisions and plans that will be made on the basis of the research:
There are usually two types of objectives that need to be explained:
Identify any preferences you might have:
Are there ant specific groups or subgroups you are interested in researching?
Identify any requirements you might have
Specify any real constraints that exist. However, please be realistic about whether your objectives can be met within that timeframe.
Any indication of budget is helpful, as it helps define the scale of the project, providing some financial guidelines to work within. It also helps researchers to work on providing the best solution within your means.
Share any other relevant research or information. Often this helps refine how the research is done. It also means that covering old ground can be avoided, and this research builds on what is already known.