Research Topics:

Marketing Research-General | The Business of Research

Content Type:

Glossary

Briefing Definition

A meeting in which a client and researcher discuss the client's information needs so that the most appropriate research methodology can be recommended.

Briefing refers to a meeting in which a client or decision maker and market researcher discuss the client's needs so that the most appropriate research methodology can be recommended. It is the process of passing along a clear and comprehensive set of instructions and information. Among the items that can be discussed during a briefing are: alignment, so to aligns all stakeholders on the research objectives, minimizing the chances of miscommunication or misunderstanding; focus, so it provides a clear focus on the research scope, preventing the collection of irrelevant or off-topic data; efficiency, so that a well-defined briefing can streamline the research process, saving time and resources by avoiding unnecessary detours; actionability, in that a thorough briefing results in insights that are directly applicable to business decisions, thus enhancing the overall value of the research; and accountability, in that with a documented briefing, both clients and researchers can refer back to the original goals, ensuring accountability for the research outcomes. Discussion during a briefing can provide a roadmap for the research process, thus ensuring that all parties are aligned on what needs to be accomplished.

Who relies on briefings?

Effective communication of a briefing ensures that everyone – clients, marketing managers, product development teams and any decision-makers invested in the research outcomes – understands the objectives and expectations of the research. That can lead to relevant and actionable results.

Why should I care about briefings?

The briefing serves as  the foundation for a successful research project. A detailed briefing ensures that the research team heads in the right direction toward the right goals and gathering relevant data. A well-executed briefing can enhance the accuracy and usefulness of the research outcomes.