Briefing checklist

An excellent marketing research project starts with an excellent briefing.

Some typical elements of a market research brief are:

 Research the purpose or type of decision that will be made with the research results

 Background about the product or services and the organization that will sponsor the project

 Primary and secondary research objectives

 Hypothesis to be tested

 Target market of the research project

 Suggested methodology and sample size

 Secondary data to support the elaboration of the proposal (e.g.: market share information)

 Deadlines for proposal and final report delivery

 Payment or procurement policies of the sponsoring organization

 Is your briefing missing some other relevant information?