Collaboration. Partnership. They’re great buzz words yet having a shared vision is the real key to success. And it all starts with the research brief - the most important document in the research process.  

It’s the stake in the ground.  

It’s a point of reference to go back to throughout the research - when designing the approach, when formulating questions or activities, when analysing results, and when debriefing the outcomes.  

So how can you, as an insight lead put yourself in the best position to uncover some cracking insights and shine at work? 

As non-negotiables the brief should share: 

• The business context. Why are you doing the research? And why now? What has changed, or made this a priority? 
• What decisions will the business make as a result of the research? 
• What’s in and out of scope? 

We want to understand where you’re coming from...and where you want to get to.  

Understanding the decisions that will be made ensures alignment and focus from the start, so that everyone is pulling in the same direction – us (as agency) and you (as client) and of course your stakeholders. 

All businesses have restrictions be they financial, production or legislative. They impact what a business can do, and these can differ between long and short term. There will be different priorities within the business, the areas in which they’re willing to invest, and equally where they’re not. Having open discussions at the outset of a research project about what’s in and out of scope and what the business limitations are ensures that we use our time and efforts effectively; we don’t pursue discussion routes that lead to dead ends nor make recommendations that we wish we’d never uttered! We’re aligned on the goal. 

Sometimes information isn’t shared because it’s not felt to be important or relevant, maybe it’s felt to be too commercially sensitive or simply there are too many other things to think about and it’s overlooked. Yet sharing the wider business challenges, the competitor threats, any internal barriers and how your brand strategy is evolving enables us to navigate the path with you – rather than hitting an iceberg! 

With an ever-increasing focus on delivering more strategic research recommendations (and rightly so) this can only be achieved when we understand the wider context. Otherwise, we’re shooting in the dark.  

And this is why sharing and generating hypotheses is a great way to start before embarking on primary research. It provides tremendous focus and allows us to get inside stakeholders’ heads. They may not be written as neat research objectives, but these are the things that they want to know! 

Developing hypotheses and creating a framework for exploration allows us to move on more quickly. We’re not starting from scratch and so can add further layers and pivots to enhance our understanding. And by using our time with consumers in a more focused manner it actually frees up time to unearth and discover new insights. Bingo! 

Research shouldn’t be a tick box exercise. It should always be an opportunity to find out something that you didn’t already know.   

Having alignment and working in partnership enables us to recommend an approach that will get to the heart of your issue. That ensures we are focused. That allows us to follow unexpected lines of enquiry and uncover hidden secrets.  

It increases the value in brands. And is good for the bottom line! 

Realise your brand’s potential. Talk to Hummingbird Insights.