For more than two decades WDG Research has enjoyed working on many interesting and varied market research projects. Our client portfolio extends across many industries from fmcg to finance, automative to leisure, advertising to DIY – to name a few – and we are pleased to have a family of clients who repeatedly use our services over the years. Here are some considered thoughts about briefing agencies, specifically marketing research agencies but the rules certainly apply to other marketing services.
It is no surprise that every client has a specific style in briefing a job; some are verbally delivered over the phone, or at a meeting, or more commonly we receive briefs by email and on the odd occasion on LinkedIn. Sometimes we are given an initial general description in return for a ballpark quote, while others prepare an extensive and detailed document, and there are many variations in between.
There is certainly no right or wrong way to deliver a research brief so long as there is a stage where both parties reach a point of clarification on the objectives for the research, method of research to be used, sample size and structure, locations, materials required from the client, timings and of course the cost. The parameters of budget and timescales are important in designing a solid research project – good research cannot be done yesterday but a reputable agency will pull out all stops to deliver. So often research is used as a final sign-off at the end of a development programme and inevitably tight deadlines arise and the client often has only loose change left to spend. We’ve all been there.
That said, there are good briefs and bad briefs. The bad ones blindfold the agency, preventing it from designing a good solid research method that will meet all objectives. Bad briefs withhold the context of the research or its role in the development and marketing programme. Agencies need to know this information to create data and insights which will move the project further along in its development. Remember, if the agency is a member of the Market Research Society it is governed by conduct codes which include client confidentiality – code B6. So please clients, trust your agency and regard it as a member of your team at least for the duration of the project.
Sometimes the details of the research are not always delivered contemparaneously as different departments have their input. As client researchers, a role more commonly found pre-Millenium, it was our responsibility to gather inputs from all relevant departments and design a complete brief before approaching an agency. At WDG we are all ex-client researchers and we care about the value of the research to the client. We aim to understand the client’s objectives for undertaking research and as the direct link to their customer/audience it is important for us to make worthwhile and salient recommendations.
A good brief on the other hand is fully considered before the research agency is approached – sometimes discussion with an agency can help the client to reach this stage pre-brief. Ideally the client is able to explain the context of the subject to be researched and the brief will include how it impacts on subsequent activity. The agency can then design a research study that is timely, that uses the optimum methodology, and explores all the issues. Moreover it can deliver recommendations that are relevant.
Ultimately, any brief is a good brief, but the client will get sharper results with a brief that is complete in itself and embraces the agency’s knowledge and skills in delivering great insights. Try it out and know that you are spending your budget wisely.