Topic 10 Seminar 2 Debrief

1. Principles of Business: Stage 2 Marketing
Seminar:
Answering a research brief
Topic Number:6

2. Overview
In this seminar you have the opportunity to respond to a real
insight brief that was developed by a client. You will be given the
opportunity to ask questions to your client on the brief to clarify
any points. Thereafter, you will be given time during the seminar
for investigation and to develop answers to each section.
You will be expected to come up with a coherent plan including
key research output hypothesis and how you will go about
conducting the research.
Your final task will be to present a fully comprehensive answered
brief to your client for further consideration and sign-off. They will
be given the opportunity to ask questions and decide whether
they would like to give you the piece of work.

3. 3
Learning outcomes of this seminar
• Be able to respond to a research brief
• Develop a strategic understanding of the key
research issues of a client and develop a plan to
overcome them
• Be able to recommend key research methods
that will answer a specific brief
• Develop a key research hypothesis that will help
to communicate potential outcomes of the
research to a client

4. Agenda for this seminar
Opportunity to clarify any issues with the brief
Investigate the key aspects of the brief
Provide recommendations on how the brief will be answered using
appropriate research methods
Get feedback from client on whether they will give you the job

5. Clarify any aspect of the
brief with your client

6. Market Research
Good questions outrank
easy answers.
Paul Samuelson
Judge a man by his
questions rather then his
answers.
Voltaire

7. Question: the company and product
Details about the
product specification
How was the product
developed?
Who are the key
decision-makers?
Who will use the
research & what for?

8. Question: The company context
Have they
covered all
the external
influences?
Have they
considered
all potential
competitors?
Has there
been any
recent
changes to
their
activities?
Are they able
to define the
target
audience
more clearly?

9. Why the company wants to carry out the
research?
Is it to validate a
hypothesis?
Do they have a pre-determined
outcome?
Is there anything else
we should be aware
of?
Will they follow the
research
recommendations?

10. Investigate the key
aspects of the brief

11. Killer questions to consider
What are
the key
questions
they are
looking to
solve?
When do
they need
this done
by?
Who is the
key target
audience?
Where &
how should
the
research be
undertaken
?

12. Provide
recommendations on
how the brief will be
answered using
appropriate research
methods

13. Reiterate the key questions and objectives

14. Consider the most appropriate
research techniques
Interviews Focus Groups
Survey Field Research

15. Bear in mind a combination may be optimal
+

16. Get feedback from
client on whether they
will give you the job

17. Judging Criteria
Have they answered the specific
questions in your brief?
Have they come up with a sound
research methodology?
Do you think the research
methods are appropriate?

18. Judging Criteria
Have they said they will deliver it
in time and on budget?
Are there any significant
limitations to the research?
Would you use them for the
proposed research?

19. Appendix – Sources for illustrations
Slide 6:
www.wikipedia.org
Slide 7:
www.emeraldinsight.com
Slide 9:
www.business901.com
Slide 13:
www.livemint.com
Slide 14:
www.glogster.com
Slide 15:
www.totallyvidya.net

20. End of Seminar
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© Pearson College 2013