At Hummingbird Insights, we believe that great research isn’t just about ticking boxes - it’s about partnership, strategy, and collaboration. In a world where budgets are tight, timelines are shrinking, and expectations are high, working smarter - not harder is essential. And at the heart of this is a well-crafted brief, which sets the foundation for everything we do.

The Brief: More Than Just a Document

A strong brief isn’t simply a list of questions and deadlines - it’s a conversation starter. It should invite collaboration, challenge assumptions, and allow space for refinement. We work best when we fully understand the bigger picture, not just the immediate ask.

No brief is perfect. Sometimes, what makes sense internally to a client may not translate clearly to external partners. That’s why open dialogue is so important. The best briefs come from clients who see agencies as trusted thought partners - not just vendors. We create sharper proposals by asking questions. Clarifying expectations and exploring different angles help to strengthen outcomes. And these outcomes benefit everyone.

Collaborators not Suppliers

We thrive when working with clients who see us as collaborators. The best relationships are built on transparency, trust, and a shared vision for success. In our opinion, here’s what makes for a great partnership:

• Clear objectives: We need to know not just what you want to ask, but why the research is happening now and how the findings will be used.
• Context & strategy: Understanding the broader business challenge helps us shape the right approach. Share the background, not just the questions!
• Openness to conversation: The strongest research comes when clients are willing to discuss, challenge, and refine their briefs. A rigid brief without room for dialogue limits the potential of the project.
• Transparency around budget: Knowing realistic parameters avoids wasted time and misaligned proposals. If there’s flexibility for additional value, let’s talk about it rather than keeping it under wraps.
• Trust in our expertise: You’ve hired us for a reason, so let us do what we do best! Rather than prescribing methodology, give us the space to recommend the most effective approach based on your objectives.

Research is Fluid, but Direction is Key

Even the best-laid plans can shift. We know from experience that research is rarely linear: new insights emerge, unexpected findings surface, and sometimes we need to pivot. That’s okay!

But a strong brief keeps everyone aligned with the broader vision, even if we need to adapt the process along the way. We work best when clients see us as an extension of their team, ensuring that even when things change, we’re all pulling in the same direction.

Great Briefs make Everyone Shine

A strong brief isn’t just helpful for us, it sets you up for success too. When expectations are clear and aligned from the start, we can deliver research that drives business decisions and delivers real impact.

When clients trust us as strategic partners, we get to think creatively, challenge assumptions, and explore new possibilities. The results? Stronger insights, better recommendations, and research that truly makes a difference.

Questions, Questions, Questions

If something isn’t clear, we’ll ask! The worst thing an agency can do is guess or assume - clarification is bound to lead to a better outcome.

Because at the end of the day, research isn’t just about data, it’s about collaboration, strategy, and shared success. When we work as true partners, we unlock insights that shape decisions, drive business impact, and help everyone work smarter - not harder!

Uncover Deeper Truths. Talk to Hummingbird Insights