1–2. What is the product and decision?
Describe the offer, business situation and action the findings will inform: launch, product change, segment choice or purchase-barrier investigation.
PRACTICAL GUIDE
How to write a research brief
A useful brief describes the decision, audience and constraints. You can choose the method with a researcher.
01
Seven questions to begin
3. What do you already know?
Share prior studies, available analytics, sales observations and hypotheses. Distinguish established facts from assumptions.
4–5. Whom and where?
Describe roles, experience, segments, countries, languages and access limits. Preliminary criteria can be refined during design.
6. When are findings needed?
Connect timing with a launch, planning cycle or strategy review so feasibility and a useful first stage can be assessed.
7. Who will use the findings and how?
Name the team, desired materials and budget constraints: for example, an executive presentation, product CJM and a prioritisation table.
02
What to avoid
A request to confirm an idea
“Prove customers need our product” presupposes the answer. Ask which job people are doing and what prevents them choosing the offer.
A method without a question
A requested interview count can start the discussion, but it does not replace the decision the interviews need to support.
LOOYS / RESEARCH