The first question in a research project is often not one put to a participant. There is a question the organisation must first ask itself: which decision will we be better able to make at the end of this study?
From a request for information to a decision-making need
“We want to understand our customers” is a meaningful starting point, but it is not clear enough to design a study. Is the aim to decide on a new product, improve the existing experience or understand the needs of different customer groups?
Once the decision-making need is clear, it becomes easier to determine whom to interview, which topics to measure and which analyses will add value.
Four elements of a good brief
- Explain the circumstances that make the study necessary and the information already available.
- Prioritise the main questions that need answers.
- Specify who will use the results and for which decision.
- Share the timeline, scope and practical requirements.
A well-prepared brief removes unnecessary questions from the research. It establishes a shared language between the researcher and the organisation and makes the resulting information more useful.