The following tasks need to be completed to put together a great research brief. A brief should contain some, and ideally all, of the following information. Complete all the following tasks:
Task 1. Market and Strategic Overview
This helps researchers understand where this project fits in the overall strategy, vision and values, and business objectives. It also helps to plan, conduct and report on applied research relevant to organisational strategic practices and outcomes
Define the market and explain its dynamics
Major players and key competitors
Past and current activity
Target markets (description of the geographical, cultural, social or institutional context within which the research will be carried out) Factors such as regulations, Seasonality, distribution, pricing, communication, etc
Task 2. Background and Role of the Research
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 based on the research:
Reasons for the research
Where does it fit into marketing programme development?
Which business units does the research impact and who is involved?
make sure you identify any constraints on the action you can take because of the research
Task 3. Objectives
There are usually two types of objectives that need to be explained:
Business objective - this is the objective of the marketing project the research is for, it is the overall strategic objective
Research objective - detailed objectives of what you need to know e.g. attitudes, behaviour, usage expectations, perceptions.