Social Marketing Research Brief

 

 

 

Research underpins every step of the social marketing process. It is usually undertaken on your behalf by an external agency. To get the information you want from the research it is critical that you brief the research agency well. This template aims to guide you through this process.

 

It is helpful to have an overall research and evaluation plan. This is usually developed as one part of your overall social marketing strategy. This document is not designed to help with that process but is particular to a specific research task. For example you may wish to brief an agency to undertake some qualitative research to find out what might motivate your audience to change their behaviour.

 

If this is part of a tender process remember that putting together a research proposal takes a lot of time and therefore money on the part of the agencies pitching for the work. Respect this and provide them with good quality information. Only put a project out for tender if it is a truly competitive situation. It is not fair to expect an agency to spend a lot of money developing up a proposal if they never really had a chance of getting the work in the first place.

 

The following headings are the sorts of areas you should cover in your brief.

 

Background

This section puts your brief into a context for the research company. They need to know where the proposed research fits within your overall business or social marketing strategy.

 

It is really helpful for the research agency to know why you wish to undertake the research and how it will be used.

 

If you have already done some work in this area previously or this is one step in an on-going campaign, provide information about what has happened to date and any evaluations that have been done.

 

If there are any particular political imperatives it may be helpful to let the agency know as well.

 

Business objectives

Outline here the overall objectives of your social marketing strategy i.e. what you wish to achieve with your target group(s).

 

Research objectives

Specify here exactly what it is that you want to get from this research. Try to be as specific as you can.

 

Information available

It is important that you let the research company know of any information about your target group that you already have available. It may be from previous research that you have commissioned or from another source. This will help the research company identify the information gaps.

 

Research audience

This should outline what target group or groups you want to find out more about. Be as specific as you can. Indicate your priorities in case there is not enough budget to cover all groups.

 

You can define this group demographically, behaviourally or perhaps attitudinally.

 

 

 

 

Research methodology

The research company would usually make a recommendation on what methodology is most appropriate to meet your information needs. However you may already have an idea of the sort of information you are after e.g. qualitative rather than quantitative. If so let them know in the brief. Ask them to provide the rationale for their recommended methodology.

 

Timelines, milestones and deliverables

Outline here the critical deadlines that you expect them to meet. Deadlines might include: research proposal received; draft questionnaire completed; field work begun and/or completed; top-line results reported; final report received and presented. Be realistic. You are more likely to get good work if you have reasonable expectations in terms of timing.

 

Along with your timings be specific about your milestones. Some people are happy just to leave the agency alone until they have a final report to deliver; others prefer to be part of (and approve) every step of the process. Making this clear from the outset will ensure a productive relationship.

 

Also be clear about deliverables. Do you want them to do a verbal presentation of their proposal; of the research report? How many copies of key documents do you want? Do you want to them include all the tables in the report or just summarise the key results. Do you need an easy-read version of the final report to put on your website?

 

Budget

It is helpful to let the research company know what kind of budget you have available as this affects what sort of research design is feasible. Ensure that you have the funds in your budget before you put the agency to the expense of developing up a proposal. It is not fair to them to go to the time and expense of putting together a proposal only to have the whole project called off because there is no money.

 

Agency selection criteria

If your research brief is going to more than one agency (i.e. it is a competitive bidding situation) it is good form to give everyone an idea of when and how you want their proposal to be presented; what criteria their proposals will be judged on and when the decision will be made.

 

Proposal submission details

Specify here to whom the proposal should be submitted and by when. If you want multiple copies say so.

Give the name and contact details for someone in your organisation who can answer any questions the research agency might have.