What is in a good research brief?

At OYA, we find it helpful to write the brief for the client or to set up a face-to-face meeting to work through each element of the research brief. As researchers, we rely on the background information, what is in and out of scope and what actions are expected to be taken with the results.

We like to consider new approaches and fresh thinking to meet our client objectives. Clients should allow for some flexibility in approach and be open to agile research design, samples and outputs.

 We work through the following 7 key elements and questions when preparing a research brief with our clients:

1.  Background: Provide background information

Obtain background information on the organisation or brand, and provide context for the research and context for any issues that have emerged. In this phase we also identify the trigger/s for commissioning the research.

2.   Research Purpose: What is the role of this research?

Obtain an understanding of why the research is needed. Identify what key decisions the research will inform e.g. to assess the viability of a potential new product.

3.  Target Audience:  Who are we talking to?

Determine the types of people or key target information to be included in the research.

o   Definition of target groups

o   Size of groups

o   Demographics

o   Geographical distribution 

4.  Research questions and stimulus materials:  What are the key areas to cover or explore and which stimulus materials should be considered for the research?

o   Understand exactly what the client wants to learn from the research, and display this through clear, well thought-out research objectives.

o   Decide whether research stimulus is required (if you are conducting qualitative research) for example - packaging concepts, materials, mock-ups.

5.  Existing research or other Information: What is already known?

o   Determine what is already known or if any other research has been conducted. This will help determine what else needs to be explored.

6.  Budget and time frames: When is the research needed?

o   Determine a budget to allow for a realistic approach to the project.

o   Are there any key internal or external deadlines? 

o   Does the client want an early topline followed by a full report?

7.   Reporting Requirements: How does the client want the findings to be presented?

o Top-line summary followed by full report.

o Preferred format, e.g. Power Point presentation vs. long form written report.

o  Conference call vs. in-person presentation.