“You reap what you sow,” as the saying goes. This phrase is invaluable in business environments and involves stakeholders such as brands. Among all the needs a company has is understanding consumers and competitors. Whether you have an internal department that handles this or not, at some point you will require the support of Market Research agencies to meet certain objectives.
The reasons for outsourcing projects of this nature are diverse. Among them is the fact that internal capacity is insufficient to meet a given goal or guarantee the objectivity of the results, thus avoiding being both judge and jury in a research project. However, obtaining the necessary findings depends on requesting them in the most objective and clear way possible. For this reason, this week we’ve listed four topics that a good briefing should include.
General Objective. Each study is a unique case and must be evaluated individually. The foundation for a good quote is having clarity on the main question to be answered. This is the fundamental principle that will determine the accuracy and timeliness of the entire project. It is suggested that it be written using a single verb, which should be accompanied by the topic to be explored in depth with the support of market analysts. Specific objectives also stem from this point.
Geographic Scope. The location may be a very obvious element in most cases. However, it is essential to define the territories where the research will be conducted. It is not the same to carry out a project on a single street as it is across a group of countries. By defining the scale of your study, you will also determine the scope and resources necessary to meet your requirements. The larger the area to be covered, the greater the amount of resources typically needed to develop the analysis.
Target Market. This point is fundamental for any brand and, in itself, justifies conducting research on the subject. The most successful proposals are usually based on approaches that demonstrate a clear understanding of the characteristics of the consumer to whom a product or service is directed, or the scope of the project. As mentioned in the previous section, there are marked differences between approaching, for example, business owners of large companies versus middle-class homemakers.
Key Decisions. Although it might seem redundant to be repeating this, that’s not the point. Having a clear main question to launch a research project is one thing, but the actions that justify it are another. Sometimes, when requesting a cost and methodological proposal, the internal choices of the company requesting the service carry more weight than the other points. Occasionally, an entire briefing can be redesigned simply by aligning the actual needs with the study protocol design.
In between, there are several scenarios that will allow you to refine the details of your request. In some cases, you will be provided with a questionnaire to fill out, which the agencies will use to propose an action plan. Alternatively, you have the freedom to keep your internal records, which you can share with your potential providers. In any case, it’s always important to connect with local businesses to resolve doubts and raise concerns that online forms don’t address.
At Acertiva, we’re eager to learn about your plans to understand people’s purchasing decisions. Thanks to our two decades of experience in Market Research, we offer you access to our team of analysts and strategic partners to help you make informed strategic decisions. Request your free fifteen-minute consultation today and get your questions answered about our area of expertise. Let’s start writing your next success story together.
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