Market Research Brief

This template may require modification or adaptation to suit the requirements of a particular
department, agency or research purpose.

Whatever format is used, it is important to note that the key requirements of the market
research brief are that it:

• Identifies research objectives, as distinct from program or communications

objectives.
• Identifies the population or specific groups within the population from which the
sample would be selected.
• Is clear and coherent.
• Contains information and insights that will assist the research process.

Background
Why is market research required? What kind of policy change and/or
communications has preceded this research or is planned? What previous research
exists and what are the relevant findings? Which department or agency will be
managing the research and are there other stakeholders involved?

Purpose
What is the market research designed to inform? How will the findings be utilised?

Objectives
What are the key questions that the project should be designed to look for answers
for? Are there primary vs secondary objectives?

Sample
What population should the sample be selected from? Are there specific segments or
groups within this population that should be included? Are there any that should be
excluded?

Methodology
Is there a recommended methodology or is the agency required to respond with a
proposal that is most appropriate for the objectives? If quantitative research
specified, is there a requirement for sample size (applies if there is a need to
generalise the findings to the entire population from which the sample was selected)?

Time line
Is there a deadline for fieldwork completion? What is the deadline for the topline
report, if required and final report?

Conditions of engagement/contractual conditions

Will the company be appointed under a Panel arrangement or will they be asked to
sign a contract? Are there any additional conditions that must be met?

Deliverables / Outputs
What are the required outputs eg. Transcripts, raw data, interim reports or briefings,
topline report, full report, number of presentations?
Cost Estimate
Request a detailed cost estimate based on the companies recommended
methodology. Suggest that alternative options should also be costed so that the
project can be scaled up or down as the budget requires. Including the budget in a
brief may be useful for smaller studies.

Contact
Who is the primary contact for this research?