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).