Seminar: Developing a research brief

Topic Number:5

Principles of Business: Stage 2 Marketing

Overview

You have been brought in by the CMO of a company of your choosing to put together a research brief. The company has recently developed a new product and is looking to understand if it is appealing to consumers.

You have been brought in to initially develop the brief, covering the following key areas:

• Overview, context and customer landscape• Who the core target audiences are?• What are their defining characteristics?• Key information to find out• Research techniques to use• What output is required?• How will it be used?

Thereafter, you are tasked with presenting your brief to the management team at the company. Note that in the following session you will be tasked with answering another group’s brief.

3

• Develop and articulate the key stages that are used in a research brief.

• Describe the key issues, context and areas of focus for an organisation.

• Critically define and describe the types of output you are looking for from a research brief.

• Make robust and coherent recommendations for an organisation to move forward to implement a brief.

Learning outcomes of this seminar

Agenda for this seminar

Describe the context for the research that includes: the company context, research objectives and the product that will be researched.

Discuss the key things you are looking to get out of the research and recommend the research technique that you would use.

List any practical information you would expect in the brief.

Describe the target audience for the research: including key characteristics that need to be in the research sample.

Structure for the session

You will have 15 minutes to

discuss each question.

We will have a debrief at the

end of each 15 minutes to hear your thoughts on each area.

Feel free to ask questions but please do not have separate conversations ‘we are all in

this together’!

Market Research

I believe in innovation and that the way you get

innovation is you fund research and you learn the

basic facts.

Research is formalised curiosity. It is poking and prying with a purpose.

Bill Gates

Zora Neale Hurston

Describe the context for the research that

includes the company context,

research objectives and the product that will be researched.

Discuss

Describe the target audience for the

research including key characteristics that need to be in

the research sample.

Discuss

Discuss the key things you are

looking to get out of the research and recommend the

research technique that you would use.

Discuss

List any practical information you

would expect in the brief.

Discuss

End of Seminar

Note: This recording is for your personal use only and not for further distribution or wider review.

© Pearson College 2013