A Research brief

Client/Bran d: Campaign title: Researcher : Brief writer [Type over to complete] [Type over to complete] [Type over to complete] [Your name] Date briefed: Report required by Direct line Direct line [Type over to complete] [Date ] [Their direct line] [Your direct line]

1. Background [What background information/data will be useful to the researcher?] [What insight do they need?] [What event(s) have led to this brief?] [What previous research/analysis would be valuable for them to read?] [Are there any sensitive issues that the researchers need to be aware of?] -------2. Target Audience? [Who is the audience(s) to be researched? Be specific - gender, age, socioeconomic, etc] [Which consumer segments must be researched? - Do you have a source, e.g. a database?] [How many people are to be researched?] [What sampling method should be used to find prospects for the research?] [What degree of accuracy must the analysis have?] [Should the research be national? regional?] -------3. Research Objective? [What is the marketing problem/opportunity? Make sure this is clearly defined.] [What is the primary objective on this research?] [Are there secondary objectives?] [What do you want to find out/hope to achieve?] [What will the results of the research be used for?] [What decisions will be made due to the research?]

This template is copyright MarketingMentor.net ltd 2011

[What are the limitations of the research methodology?] -------4. Any specifics? [Are there any specific questions that must be asked?] [Are there any specific topics that must be covered?] [Is a specific methodology required - so results can be compared with previous research?] [Are viewing facilities needed?] [Should the fieldwork be within a short drive of your office, so you/your team can attend?] -------5. Stimulus material [What stimulus material is required? Concepts, product samples, sample packs, etc] [Quantity? One set per venue?] [Exactly when will it be provided?] -------6. Analysis [What analysis is required?] [Are there special requirements?] [Just a top line summary?] [Full data analysis?] [A full written report?] [Just the presentation?] -------7. Budget? [What is the research budget?] [Does this figure include VAT?] [What does the budget need to cover? Stimulus materials, expenses? what exactly?] -------8. Timing? [When is the research proposal required?] [When must the topline report be supplied/presented by?] [When is the full report needed?] [Must the presentation be face-to-face or can it be done via email?] -------Approval [Who will provide it?]

Brand team approval

Date

Director approval

Date

The Chartered Institute of Marketing 2

Research dept/Planning approval

Date

END OF RESEARCH BRIEF

The Chartered Institute of Marketing 3