Published on September 16, 2014
Principles of Business: Stage 2 Marketing Seminar: Answering a research brief Topic Number:6
Overview In this seminar you have the opportunity to respond to a real insight brief that was developed by a client. You will be given the opportunity to ask questions to your client on the brief to clarify any points. Thereafter, you will be given time during the seminar for investigation and to develop answers to each section. You will be expected to come up with a coherent plan including key research output hypothesis and how you will go about conducting the research. Your final task will be to present a fully comprehensive answered brief to your client for further consideration and sign-off. They will be given the opportunity to ask questions and decide whether they would like to give you the piece of work.
3 Learning outcomes of this seminar • 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
Agenda for this seminar Opportunity to clarify any issues with the brief Investigate the key aspects of the brief Provide recommendations on how the brief will be answered using appropriate research methods Get feedback from client on whether they will give you the job
Clarify any aspect of the brief with your client
Market Research Good questions outrank easy answers. Paul Samuelson Judge a man by his questions rather then his answers. 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 appropriate research 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
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