Tips to Write a Market Research Brief
Understanding the Purpose of a Market Research Brief
Understanding the Purpose of a Market Research Brief
If you haven’t written a market research brief before, don’t worry! We’ve outlined some ideas below which should help you prepare your thoughts. But if you prefer, just pick up the phone and we’ll be glad to help you and prepare a research proposal for you.
Writing an Effective Research Brief
Here are the 5 key things to think about when preparing to undertake some market research and writing a research brief:
Tab Contents
5.Budget & Other
1. About your Company
It always helps to provide a brief introduction to your company which will help research agencies better understand your market and your customers.
Rest assured that we treat everything you tell us in confidence. Your background section should include:
- Company name and website
- Your industry sector and market trends/conditions
- Details about your products and services of interest
- Any other organisations involved in the project (e.g. advertising agency, branding, packaging company or consultant).
- Background information about your customer and target market
2.Business Objectives
Your Business Objectives will give the research agency an important understanding of what problems or issues the research is trying to achieve.
For example, your business issues may relate to problems you are facing, such as; competitor activity, declining sales, low satisfaction or to launch a new product. Alternatively, if there is no obvious business decision then it could simply be about learning new insights to gain a competitive advantage or measuring customer metrics (e.g. customer satisfaction, brand awareness etc).
Whilst your Research Objectives relate to the specific insights you want to learn or measure and particular questions you want to ask in your research. For example, the research objective may be to find out what your customers think of the product service you provide. Or it could be broader in terms of understanding how customers behave (e.g. how they use or shop for your products).
3.Target Customer
Your research objectives should also indicate who you feel the research should involve.
Is it your current customers or broader target market, lapsed users or even non-users? You should try to describe your audience in as much detail as possible, such as; age, gender, income, occupation, location, company size, buyer behaviour, etc.
Other things to consider about your target audience are:
- Who do you want to include within the research (and minimum sample size if known)
- Specify if you are able to provide contact details (or whether you need the research agency to provide these).
- Highlight if there are any specific segments or target groups you want to include or exclude
4.Timescales & Outputs
Research is often considered late in the business planning process – so we are used to turning around research projects very quickly.
But also consider internal milestones and deadlines that impact the research process and decision-making deadlines. Also, give some thought to what outputs and deliverables you need such as a presentation/workshop etc.
Include the following:
- The timescale for the procurement process and when you will decide to commence the research.
- Deadlines such as when you want the findings and when business decisions are being made
- Whether you want to receive top-line findings in advance of the main findings or any other updates during the course of the research
- How you would like the findings in a written report format or as a presentation (face-to-face or online).
5.Budget & Other
Ideally, both you and the research agency should be as transparent as possible and that openness & honesty is the best policy.
With an understanding of your budget, it is a lot easier to find the right solution that works for you. We often offer a few cost options so that the decision is always yours!
Please provide any other details you feel are relevant – at the end of the day, we are here to help! If it is a formal tender process and there are specific requirements to be met, then please specify these in your brief.
For example:
- Provide names and contacts of key contacts on the project team.
- Who should we contact if we have any queries regarding the brief, if not yourself?
- Do you have any payment terms we need to be aware of?
Your Questions Answered (FAQs)
Find answers to common questions about Vision One
Market research is beneficial for a wide range of businesses, from small startups to large multinational corporations. It helps companies understand their target audience, identify market trends, and refine their marketing strategies.
Industries such as retail, finance, technology, and healthcare can leverage market research to enhance customer satisfaction, improve product offerings, and make informed decisions.
By investing in market research, businesses can better align their products and services with consumer needs, ultimately driving growth and profitability.
We deliver a comprehensive suite of market research solutions designed to drive strategic growth. Our top market research company services include
- Advertising research and Ad testing
- Brand research (identity and brand equity)
- Brand tracking studies
- Business-to-business research
- Customer satisfaction and CX
- Ethnography and observation
- Idea generation and Co-creation
- International & global research
- Market segmentation and personas
- Messaging and Copy testing
- Online research and online surveys
- Pricing Research
- Proposition and Concept testing
- NPD and Product research
- Research training & Consultancy
- Shopper insights and Retail research
- Usage & Attitude surveys
Our market research services are enhanced by advanced analytics, including sentiment analysis, regression modelling and predictive insights. This ensures a holistic understanding of your audience and market trends, tailored precisely to your research objectives.
Our research methodologies include:
- Accompanied Shopping Trips (ASTs)
- Behavioural Economics
- CAPI / Personal Interviewing
- Data visualisations/infographics
- Email surveys
- Ethnographic Research
- Eye Tracking
- Exit Interviews
- Facial Coding
- Focus Group & Workshops
- Online Surveys
- Mail surveys
- Mystery Shopping
- Neuromarketing
- Public Opinion Polls
- CATI / Telephone interviewing
- UX User Testing
Vision One is a leading customer research agency helping firms truly understand their audiences and deliver exceptional experiences. Our services include customer experience (CX) research, customer satisfaction studies (cSat), and customer segmentation to reveal what drives loyalty and behaviour. Combining advanced analytics with qualitative insight and customer journey mapping, we uncover the ‘why’ behind customer decisions—empowering businesses to enhance experiences, build stronger relationships, and drive sustainable growth.
Data integrity is at the heart of our research process. We are ISO 20252-accredited and utilise robust sampling frameworks, meticulous data validation techniques and continuous quality monitoring throughout the research lifecycle.
Every dataset undergoes thorough checks to ensure accuracy, reliability, and compliance with industry standards, including MRS, ESOMAR and GDPR guidelines.
Project timelines depend on the complexity and scope of the research. However, most projects are completed within 2 to 6 weeks, balancing speed with rigorous quality standards. Clearly, cSat and brand tracking projects last for the duration of the contract.
We work closely with your team to establish timelines that meet your goals without compromising data depth or analytical precision.
We work with companies of all sizes, from small businesses (SMEs) to the world’s largest international brands, and market research is important to them all.
Our clients include advertising and PR agencies, financial services, food and drink,packaging research, FMCG, housing, local government, luxury and fashion, social research, travel and tourism, manufacturing and brands, service providers and associations.
For any business, market research agencies possess a deep understanding of research and how to achieve the desired results. It’s about understanding customer needs, market demand, pricing strategies and industry trends. It supports innovation, validates business ideas, and ensures that marketing messages are effectively targeted. Businesses that invest in consistent market research are better positioned to respond to market changes, create and attract loyal customers and maximise ROI.
Here are the addresses for some of the UK’s top market research companies in London, specialising in full-service research
- Vision One Research – 85-87 Bayham Street, Camden, London, NE1 0AG
- Brandspeak – 1st Floor, London, W8 6SN
- Ipsos – 3 Thomas More St, London, E1W 1YW
- Savanta – 60 Great Portland St, London, W1W 7RT
- System1 – 52 Bedford Row Holborn, London, WC1R 4LR
- Kantar – 30 Stamford St, London, SE1 9LQ
- B2B International – 10 Triton St, London, NW1 3BF
Vision One is committed to ethical practices in market research by adhering to industry standards and guidelines set by organisations such as the Market Research Society (MRS) and ESOMAR. This includes obtaining informed consent from participants, ensuring data confidentiality, and maintaining transparency throughout the research process.
By prioritising ethical considerations, Vision One builds trust with clients and participants alike, ensuring that the research conducted is not only effective but also responsible and respectful of individual rights.
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