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MARKET RESEARCH BRIEFING TEMPLATE
Project Title:
1. Objectives
What initiated the requirement for research? Where did this come from:• • • Business Sales & Marketing Product Development
What are the questions that the research should address? How will the results of the research be used? How important for the business is the output from this research? Who are the primary sponsors of the research?
2. Target Audience
What is the target audience/target market for the research? Are these customers or non-customers? Are there any limits on the target audience for the research e.g. Organisational definitions • • • Company size (turnover, no of employees) Industry sector Channel
Participant/respondent definitions • • • • Job title/role Level of seniority Degree of buying influence Special expertise/qualifications
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Which geographic areas should the research cover? Are these of equal importance or are some more important than others? Which areas are the most important?
3. Approach
Is the research to:a) measure and quantify attributes of the target audience or to b) provide and in-depth understanding of the target audience in areas such as opinions/perceptions, behaviour and response to ideas, concepts or product/service? c) None of these (please elaborate) If (a):• • If (b):• What level of understanding are you seeking from the research? Are the measurements to be repeated over time so that trends can be identified? Are the measurements to be compared to equivalent data for your competitors or other organisations?
4. Scope
What are the key subject areas to be covered by the research? Is the research testing any concepts or ideas? If so, what are they? Is the research testing any hypothesis or internal opinion/perspective? If so what is it?
5. Deliverables
What format are the findings from the research to be delivered:Hard copy Summary report (Summary findings) Full Report (Detailed findings, conclusions and management summary) Full presentation Briefing Soft copy
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6. Timescales & Budget
When will you be able to give the go-ahead for the research? When are the results required by? Is budget currently approved and allocated to this project? If not where will the budget be sought from? If yes what is the budget available? Any other comments? Name: Job title: Company: E-mail address: Telephone no:
e-mail to richard.ryan@revresearch.co.uk
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