C4

Question 1

Who is involved in the briefing process? What is their role?

Answer 1

Typically, the role of the person commissioning research - the researcher or decision maker within an organisation - is to define the problem clearly and precisely, to identify what information is needed to address the problem, and then to communicate it all clearly within the brief.

The role of the research supplier is to design research - on the basis of the brief, that will provide information needed by the client. This is presented in the form of a research proposal.

The researcher may be involved in the process before the final brief is agreed, dependent on the clients background and experience. This is a way in which the researcher can ‘add value’ to the process, by using knowledge and experience of research / area of research to help the client define and refine the problem, and reach a clear understanding of their information needs. More commonly however, clients will send out briefs to several research suppliers with a view to getting an idea of who is best suited to conducting research and offers best value for money.

Question 2

What impact does the brief have on the proposal?

Answer 2

Aim of the research brief is give the researcher a clear understanding of the clients business problem and its wider context, the type of information needed to address the problem and how the information will be used. The quality of proposal (suitability and effectiveness) will rest on the quality of the brief and its ability to provide the information needed to design research to meet client needs. The brief will also inform the nature of the working relationship between client and the researcher.

Question 3

Key understandings needed for preparing brief?

Answer 3

Knowledge of issue / problem needed to address
Decision to be made / action to be taken
Information to help make an effective decision or take the appropriate action
Understanding of whether research will help
Specific objectives which research must address
Amount of time and money available for research

Question 4

Process of sending off brief? What can brief act as?

Answer 4

Once ideas have been put forward, discussed, debated mapped out and ordered in some way drafting the brief can begin. The drafting process typically uncovers further questions about the problem, particularly the first draft, which can act as a useful stimulus for further thinking and discussion.

Once the final version is agreed it is sent out to potential research suppliers; thus all involved, client, decision maker, research supplier - have a record of what is being sought which can reduce chances of dispute arising later in the process about what is delivered. Brief can be used post-research to review or evaluate research and to determine whether research objectives were met.

Question 5

Contents of research brief?

Answer 5

Title
Definition of problem
Background to the problem
Why research is necessary 
Statement of research objectives
Use of information
Target population
Suggested approach
Analysis required
Outputs 
Liaison agreements 
Timings
Budget 
Form of proposal 
Selection criteria

Question 6

Why might contents of research brief vary?

Answer 6

Not all briefs need to contain all of this information - particularly if research is a repeat of a similar job or where there is an established relationship between client and researcher. A more comprehensive brief is advised where either party is new to research, where the relationship between client and researcher is new or where the project is unusual or complex.

Question 7

title

Answer 7

Informs the reader immediately of the main focus of the project and draws attention to key issues. Title may be obvious immediately or may not be until you have thought through exactly what you want - so may be the last thing that is decided.

Question 8

Definition of problem

Answer 8

Clear, accurate and precise definition of the problem. Clear jargon-free language should be used for clarity for research agencies, as should unambiguous words and phrases.

Question 9

Background to the problem

Answer 9

Background information about the product, service or issue to which problem relates, and its wider setting within the organisation or within the market or subject area. It may also be useful to include background information about the organisation; its roles, aims, responsibilities and mission statement / business strategy - this will help the researcher to formulate the most effective research design and to interpret research findings and understanding the implications for the organisation.

Question 10

Why research is necessary

Answer 10

State why research is necessary and how you came to this conclusion.

Question 11

Use of the information

Answer 11

To ensure research is focused and to help researchers determine the type and scope of information / evidence needed, robustness of it, clients must state what research will be used for, who will use it and how it will be used.

Question 12

Target population

Answer 12

As much detail on target audience or target population as the client has should be provided. Unit of analysis should be specified as this will allow researchers to decide sampling approach, type or research and method of data collection. This should also allow accurate costing of the project on the onset. If the client has information about the incidence of the target market in a wider population, this should be included. This information will guide researchers in designing samples e.g. number of focus groups / interviews necessary for comparisons to be made between any specified groups. Clients should use measurable definitions where possible.

Question 13

Suggested approach

Answer 13

The amount of detail included here will be heavily dependent on clients’ knowledge of research or whether they prefer suppliers to put forward ideas. Researchers should be informed if decision makers have a preference for a particular type of research or research evidence e.g. qual / quant. Research may also need to be comparable with previous research, and thus this should be mentioned with details so that researcher can design research accordingly.

Question 14

Analysis required

Answer 14

It should be set out clearly what analysis is required with specified complexity of analysis e.g. variables and headings in cross tabulations, statistics (descriptive - means, standard deviations, standard error or inferential statistics - significance tests). Researchers will need this information to make decisions about design of sample, sample size, type and level of resources to be assigned to the project, time needed to complete.

Question 15

Outputs

Answer 15

Deliverables or outputs e.g. data tables, summary reports, presentations of findings - are the products of research. It should be specified exactly what deliverables are expected during and on completion of research. These are typically written summary reports or full reports given at the end of product, however for some products, particularly large ones, you may want interim results. Clients may also want to comment on the draft report before the final reportis produced. Qual projects may require copies of videos or audiotapes of interviews or group discussions, copies of transcripts or summary of findings from each group. Researchers will need to know all of this within brief in order to cost them and include them in the work plan / timeline.

Question 16

Liaison agreements

Answer 16

Liaison arrangements should be set out clearly e.g. project team or advisory group with which the researcher is required to meet to discuss progress. Frequency of meeting, type and detail or reporting is required so that researchers can build this into a work plan, timeline and costing.

Question 17

Timelines

Answer 17

Date by which research needs to be completed and interim deadlines (fieldwork between advertising campaigns or pre-post product / advertising launch should be given. This will allow researchers to plan work and will affect what type of research can be achieved, as time constraints can limit the number of interviews or methods of data collection. Any obligations that the client may have should be included e.g. signing off questionnaire, providing product or stimulus material.

Question 18

Budget

Answer 18

If research design / method are specified in detail in brief then it may not be necessary to provide detail of budget - researcher should have everything needed to cost the work. In cases where the client does not specify design or budget, they may still not include a budget to prevent researchers designing research to use up budget, whether the problem calls for it or not. This would be unethical on part of the researcher. It is easier to compare proposals if budget is given, so that there is a comparable extent of research, so that you can assess which provider offers maximum value for money.

Question 19

Form of proposal

Answer 19

It should be specified as to what supplier is to present in proposal, so that you can have all of the information you need to decide between potentially multiple proposals. You may specify:

Understanding of problem and clients requirements
Details of approach
Difficulties that be anticipated and how these might be overcome e.g. risks and mitigations
Time table
Separate costings for all options proposed
Pricing schedule outlining staff inputs and daily rates
Details of relevant experience of organisation and proposed project staff.

Question 20

Selection criteria

Answer 20

It is common in tendering process for government contracts for researchers to be told on what basis research contracts will be awarded, in other words what basis the proposals will be evaluated. This might include:

Suitability of proposed methodology
Relevant experience in this area
Cost
Demonstration of understanding of the brief

Question 21

what is the process of choosing research supplier?

Answer 21

This may be handled internally, but if client does not have the resources of expertise they may select external supplier. Client should choose supplier on basis of what type of project it is and thus what kind of supplier is needed out of:

Full service agency
Consultant to write up findings
Supplier of field work of cross-tabulations

Information can be found on research agencies and consultants from the Research Buyers Guide.

A shortlist may be selected drawn up against a number of selection criteria including:

Experience in general subject area e.g. consumer, social or B2B
Experience in particular area e.g. pharmaceutical products, advertising research, employee research
Services available e.g. full service / imit service, online data collection or F2F
Expertise in particular research methods or techniques e.g. qual / quant / omnibus / mystery shopping

It can be determined as to whether researchers meet your criteria by examining entries in directories, reading articles about their work, by talking to those who have used their services and talking to them directly. You can also invite prospective research suppliers to give a credentials pitch - presentation outlining experience and expertise, in order to shorten list.

Question 22

ethics of choosing research supplier?

Answer 22

It is preferable not to ask for more than 3 or 4 research suppliers to tender for a project, proposals take time and money to prepare but are provided free of charge to clients requesting them, on understanding that researcher has a reasonable chance of being awarded a contract. It is judged as unfair to ask suppliers to tender for projects for which they have less than a 1 in 4 chance of being awarded. This guideline protects research suppliers from being used by clients as a source of research advice. If more than four suppliers are involved in the pitch individual suppliers may decline to tender or ask for a fee for preparing a proposal.

Question 23

importance of evaluating brief?

Answer 23

Briefs will be scrutinised by suppliers when received, by conducting a critical evaluation on briefs you increase your chances of the supplier responding to the brief. If a supplier judges the brief to be poorly thought out or sloppy in any way they may decide it is not worth investing time in preparing a proposal. Evaluating briefs may also save time in answering questions from suppliers at a later date, that may have been clarified during checking.
If anything is unclear it should be discussed with decision maker or owner of problem, the better the client understand the business problem and research problem, the better the brief and therefore proposals,

Question 24

Things to consider in evaluation?

Answer 24

Whether problem is clearly defined on basis of which assumptions
Why research is needed
Clarity of information needs
The value of research - will it help?
Whether all information researcher will need in effective research design has been shared
Whether there are gaps in knowledge about problem and what the research needs to provide
Whether suggest approach is feasible
Whether objectives are clear and unambiguous
Whether it is clear what is expected from research
Whether budget and time frame are adequate / feasible
Whether research objectives are relevant to problem
Whether its clear how research will be used and by whom

Question 25

Describe the client-researcher relationship to be established, and why this is important?

Answer 25

In order to maximise the value of research, it is important at the outset to establish a good working relationship with suppliers. This is characterised by good rapport between both parties, as well as realistic expectation.

The researcher should not ignore the question of what is to be done with the research, so to speak they shouldn’t focus solely on the fieldwork and what the data says but should interpret this into actionable insights for the client. Clients should be clear also about the level of service expected and the nature of the working relationship wanted / necessary to achieve information needed to answer research problems.

The researcher will not be able to deliver effective research if the client has not paid attention to defining the problem, the context of it, or what the end user needs from the research. If this is the case there will be issues at the delivery stage. From the researcher’s point of view the relationship with the client will work best when there are no hidden agendas; there should be an established atmosphere where researcher feels comfortable to explore or question the brief in order to achieve full understanding of the issues under investigation.