Seminar: Answering a research brief

Topic Number:6

Principles of Business: Stage 2 Marketing

Overview

In this seminar you have the opportunity to respond to a realinsight brief that was developed by a client. You will be given theopportunity to ask questions to your client on the brief to clarifyany points. Thereafter, you will be given time during the seminarfor investigation and to develop answers to each section.

You will be expected to come up with a coherent plan includingkey research output hypothesis and how you will go aboutconducting the research.

Your final task will be to present a fully comprehensive answeredbrief to your client for further consideration and sign-off. They willbe given the opportunity to ask questions and decide whetherthey would like to give you the piece of work.

3

• Be able to respond to a research brief

• Develop a strategic understanding of the key research issues of a client and develop a plan to overcome them

• Be able to recommend key research methods that will answer a specific brief

• Develop a key research hypothesis that will help to communicate potential outcomes of the research to a client

Learning outcomes of this seminar

Agenda for this seminar

Opportunity to clarify any issues with the brief

Provide recommendations on how the brief will be answered usingappropriate research methods

Get feedback from client on whether they will give you the job

Investigate the key aspects of the brief

Clarify any aspect of the

brief with your client

Market Research

Good questions outrank easy answers.

Judge a man by his questions rather then his

answers.

Paul Samuelson

Voltaire

Question: the company and product

Details about the product specification

How was the product developed?

Who are the key decision-makers?

Who will use the research & what for?

Question: The company context

Have they covered all the external influences?

Have they considered all potential competitors?

Has there been any

recent changes to

their activities?

Are they able to define the

target audience

more clearly?

Why the company wants to carry out the research?

Is it to validate a hypothesis?

Do they have a pre-determined outcome?

Is there anything else we should be aware

of?

Will they follow the research

recommendations?

Investigate the key

aspects of the brief

Killer questions to consider

What are the key

questions they are

looking to solve?

When do they need this done

by?

Who is the key target audience?

Where & how should

the research be undertaken

?

Provide

recommendations on

how the brief will be

answered using

appropriate research

methods

Reiterate the key questions and objectives

Consider the most appropriateresearch techniques

Interviews Focus Groups

Survey Field Research

Bear in mind a combination may be optimal

+

Get feedback from

client on whether they

will give you the job

Judging Criteria

Have they answered the specific questions in your brief?

Have they come up with a sound research methodology?

Do you think the research methods are appropriate?

Judging Criteria

Have they said they will deliver it in time and on budget?

Are there any significant limitations to the research?

Would you use them for the proposed research?

Appendix – Sources for illustrations

Slide 6:www.wikipedia.org

Slide 7:www.emeraldinsight.com

Slide 9:www.business901.com

Slide 13:www.livemint.com

Slide 14:www.glogster.com

Slide 15: www.totallyvidya.net

End of Seminar

Note: This recording is for your personal use only and not for further distribution or wider review.

© Pearson College 2013