In the fast-paced world of Marketing, understanding your consumer is paramount. One of the most critical tools in achieving this understanding is the consumer research brief.
For Marketing newcomers, writing an effective research brief can seem daunting, but with the right guidance, it becomes a straightforward brand management task.
Here’s a comprehensive guide to help you write a strong consumer research brief to help uncover actionable insights informing your brand strategy.
1- Start with a clear objective
Every research project needs a well-defined objective. This is the cornerstone of your brief.
Ask yourself:
• What do you need to learn?
• Why do you need this information?
• How will this information inform brand decisions?
For example, your objective might be to understand consumer perceptions of a new product, to identify potential barriers to purchase for your brand or to explore consumer attitudes toward a competitor.
2- Define the target audience
Knowing who you want to study is crucial. Be as specific as possible about your target audience.
Consider:
– Demographics: age, gender, income level, education
– Psychographics: lifestyle, interests, values
– Behaviours: purchase habits, brand loyalty
The more precise you are, the more relevant and useful your consumer research will be.
3- Outline the key research questions
Detail the questions your research needs to answer. These should align directly with your objective.
Key research questions might include:
• What are consumers’ primary motivations for purchasing your product?
• What are the pain points consumers experience with the product category your brand competes in?
• How do consumers perceive your brand compared to key competitors?
4- Select the appropriate research methodology
Choosing the right research methods is critical for gathering the data you need.
There are two main types of research methodologies:
• Quantitative research: Involves numerical data and statistical analysis (i.e. surveys, online polls, large scale product testing).
• Qualitative research: Involves non-numerical data and explores deeper insights (i.e. focus groups, in-depth interviews, at home / in store consumer observations).
Often, a combination of both research types provides a more comprehensive consumer understanding.
5- Specify the deliverables
Clearly outline what you expect to receive at the end of the project from the selected research agency.
This might include a detailed report, a presentation, raw data or visual aids like charts and graphs.
Be explicit about the format and level of detail required.
6- Set a realistic timeline
Define the timeline for the research project, including key milestones and deadlines.
Ensure the timeline is realistic and considers the complexity of the research.
Break it down into phases if necessary (i.e. planning, briefing, fieldwork, data collection, analysis, reporting / presentation to key stakeholders.
7- Establish a budget
Provide a budget for the research project.
This should cover all aspects, including incentives for participants, costs of data collection tools and fees for research agencies or consultants if applicable.
Being clear about your budget constraints helps in setting realistic expectations when it comes to the research methodology and research agency you can afford.
8- Include background information
Offer context to help the research team understand the bigger picture.
This might include:
• An overview of your company and its products.
• Business results and objectives for the brand you are researching.
• Specific challenges and opportunities your brand is currently facing.
• Data and insights from previous consumer research.
• Market trends and competitive landscape.
9- Detail the criteria for success
Define how you will measure the success of the research project. What would a successful outcome look like?
This could be obtaining actionable insights or generating specific recommendations for your brand strategy.
In addition, make clear in your brief what actions will be taken upon results.
This could be using the research findings to:
– Finalise a new product development, packaging work, brand communication creatives
– Inform a go / no go decision for a new product launch or new brand campaign
– Inform the next phase of consumer research within a broader consumer research plan
10- Ensure clear communication
Maintain open and ongoing communication with your research team.
Make sure they understand your needs and expectations clearly. Regular check-ins and updates will help keep the project on track and help to address any issues promptly.
Also ensure that your internal stakeholders are informed and aligned on your research objective, key deliverables and budget.
Take the time to get all necessary approvals for your research brief and selected agency before commissioning the project and starting the field work.
Additional tips:
• Writing a strong consumer research brief can take time so plan for this within your workload. You might have heard the expression: ‘Shit in, shit out.’ So, aim for quality inputs to get quality outputs.
• Collaborate with your internal Insights team (if you have one). Get them to provide feedback and challenge your research brief to ensure you have included all the necessary information.
• Invest time in a thorough briefing meeting with the selected research agency. This is the opportunity for your research partner to ask additional questions and clarifications on your brief and understand your overall brand situation. So, make sure you allocate a decent time for this in the overall project timeline.
• Pay attention to the quality of the stimulus you provide for the consumer research. This can be new product concept boards, packaging mock-ups, brand campaign ideas, competitor samples etc… Research stimulus complement your research questionnaire, so factor some time and budget to create quality ones.
• Attend research field work whenever you can. Nothing replaces observing consumer responses first-hand. So, give yourself the time to sit behind the double-sided mirror in focus groups or attend in home product placements.
Conclusion
Writing a strong consumer research brief is an essential skill for any Marketer.
By following these steps, you can create a clear, detailed and actionable brief that guides your research project effectively. Remember, the more precise and comprehensive your brief, the more valuable the insights you will gain, ultimately leading to more informed and successful Marketing strategies.
Happy researching!