The research brief

Very often, this is not one single document, but the result of revisions and clarifications of the initial brief. The best briefs are produced through a consultative process between the client and the researcher, the latter gaining an understanding of data collection possibilities.

The brief should contain the marketing problem and where consultation has taken place, the research objectives. Every decision that is taken from this point onwards uses the information in the brief as the terms of reference. This ensures that the research stays on course.