The objective is usually defined by the Client in the form of a specific written or verbal brief. This brief should ideally include….
- a discussion of the product of service / market to be researched, its relevant history, and its current status;
- details of what is already known about the brand or product of interest, and who its current customers are;
- as much detail as possible about what it is that the marketer actually wants to know - and most importantly why this information is needed, and how it will be used;
- details of any relevant information available from previous research;
- and ideally, the scope of the project, with an indication of the available budget, and a realistic deadline for results.
At Synovate, the researcher will prefer to discuss the brief with the Client. This allows us to understand your needs, and to probe for further information particularly about how you will use the information.
Having prepared your brief, you may wish (or need) to obtain a competitive tender by issuing an RFP (Request For Proposal). Most market research companies will prepare a proposal at no cost, provided that they believe they have a realistic chance of winning the project.
Issuing your RFP to more than three companies is unproductive - remember you will be spending valuable time assessing each proposal - and this adds unnecessary costs to the research process for all clients.
What Is Market Research?
The Market Research Brief
The Market Research Proposal
Qualitative Market Research Overview
Quantitative Market Research Overview
Specific Research Products