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How to Develop a Successful Market Research Brief

Completed 2009

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…and how to ensure you get answers to the questions you wanted (and not answers to questions you didn’t mean to ask)!

Course aims

To enable delegates to improve the cost-effectiveness and quality of outcomes when using marketing research.

Who will benefit?

Junior marketers, product managers, sector or category managers who brief research agencies or who commission others to undertake both field and desk-top research.

Why should you attend?

  • To achieve more relevant and usable results through better briefing.
  • To increase reliability of findings
  • To improve cost of decision making through understanding risk: information trade-offs

Key content

Unit 1

  • Learn how to plan and design a research programme, which is integrated into a product development plan.
  • Understand the importance, content and style of a written market research brief.
  • Appreciate the variety of market research tools and techniques which are available
  • Select the best research tools for the job in hand

Unit 2

  • Selecting agencies and handling the briefings
  • Market Research project management
  • Determining ways to increase validity, reliability and quality of data obtained
  • Trade-offs between cost, accuracy, timing and security
  • Weighing up risks of ‘not knowing’ with cost of 'knowing'