• What your key business questions are
• Why those questions matter right now (especially for Q4 and annual planning)
• What kind of answers you’re looking for to inform planning
• The desired outcomes, timelines, and team stakeholders involved

Knowing how to write a research brief is simpler than it sounds – especially if you break it down into the core elements every effective brief should include. Whether you're working with a market research agency, your in-house team, or insights professionals through On Demand Talent, these components will help focus efforts and maximize the value of your investment.

Here are the key elements to include in a market research brief for annual planning:

1. Background and Business Context

Start by explaining why the research is needed. What’s happening in the business right now that makes this research timely or important? Are you preparing for market expansion? Trying to understand declining product sales? Planning for a 2025 brand repositioning?

This section doesn’t need to be long – just provide enough context for your research partner to understand what’s driving the need.

2. Business Goals and Questions

Clearly outline what you want to achieve. What decisions will this research inform? Typical goals might include:

Add specific business questions whenever possible. For example: “How do Gen Z consumers perceive eco-friendly packaging?” or “Which product claims are most trusted by parents?”

3. Research Objectives

This is one of the most important sections. Research objectives translate your business questions into focused insight goals.

Good objectives are clear and realistic. For example:
- Identify the top three factors influencing brand loyalty in the meal-kit market
- Explore unmet needs among frequent e-commerce shoppers aged 30 to 45

Make sure your objectives align with the available time, resources, and budget – they help shape the project’s scope.

4. Target Audience

Define who you are trying to learn about. Include demographic information, behaviors, customer segments, or even current users vs potential users. This helps ensure your insights reflect the voices that matter most.

5. Project Timing and Key Milestones

Include a research timeline that accounts for internal needs (like board meetings or planning sessions) and external deadlines. Be realistic about research planning – consider time for approvals, fieldwork, analysis, and delivery. Starting early in Q3 can help ensure your insights are ready before Q4 decisions need to be made.

6. Deliverables and Desired Outcomes

What will success look like? Whether it's a set of insights slides, a written report, or a stakeholder workshop, highlight the expected outputs. If you know how you’ll apply the results — like in brand messaging or product innovation — include that too.

7. Budget (If Available)

While not always required, sharing a general range helps your research partner propose appropriate methods for your needs.

8. Stakeholders and Decision-Makers

List who needs to approve the brief and who will use the results. This ensures the work stays aligned with decision-making needs.

Including these components – even in a simple format – sets your research efforts up for success. It brings clarity, avoids misalignment, and helps experts like SIVO’s On Demand Talent focus quickly on what matters most to your business right now.

If you’re not sure where to start, requesting a sample research brief for consumer insights can also be a great reference point. Many market research agencies will co-create the brief with you, helping shape your input into a research-ready game plan. Whether you’re building a foundational study or a fast-turn exploration, the right brief makes all the difference.

When you work with SIVO's On-Demand Talent (ODT), we don’t just connect you to experienced insights professionals, we help you get started faster. From clarifying the research brief (if needed) to matching you with the right expert for your timeline, category, and goals, we make sure nothing slows you down during pre-planning season. Whether you're crystal clear or still shaping the scope, we’ve got you covered.

Even the most well-intentioned research brief can fall short if common mistakes sneak in. For businesses preparing for Q4 or annual planning, a poorly written brief can lead to incomplete findings, wasted resources, or misaligned research. Understanding these pitfalls is key to ensuring your research brief delivers value and results.

Lack of Clarity in Business Objectives

One of the most frequent missteps is being unclear or overly broad about what you hope to achieve. Instead of saying, "We want to understand our customers better," try narrowing it down: "We want to understand what motivates first-time buyers to choose our product over competitors in Q4."

Skipping Research Objectives

Another issue is omitting clear research objectives altogether. Without specific, targeted questions, your consumer insights team may not know what success looks like. Define what you're trying to learn, like buyer behaviors, unmet needs, or product perceptions – these will guide your market research plan effectively.

Ignoring Timelines

Forget to specify a research timeline, and you risk delaying business planning. Including when results are needed (i.e., “Insights needed by early September for Q4 decisions”) aligns resources and ensures your insights are actionable when it counts most.

Overloading with Unnecessary Detail

While context is helpful, too much background or outdated data can overwhelm insights professionals. Keep your brief focused and current. Highlight only what's relevant to the research objectives – and cut anything that doesn't directly support decision-making.

Other Common Pitfalls Include:

• Using industry jargon or internal acronyms unclear to external research partners
• Failing to define success metrics or desired outcomes
• Not sharing key stakeholder perspectives, which could shape the research direction
• Leaving out how findings will be used or what decisions they'll support

A clear, concise brief with aligned expectations can save time, reduce revisions, and lead to stronger, decision-ready insights. Think of your brief as the foundation – the stronger it is, the better your market research results will be.

Writing a research brief for market research during annual planning isn’t just about gathering insights – it’s about capturing the right insights that drive business decisions. To do this, your market research brief should be directly linked to your organization’s broader business objectives.

Start with the Business Planning Lens

Before writing a brief, review your company’s annual goals. Are you trying to expand into a new segment, improve customer retention, or launch a new product? Your research objectives should directly support these priorities.

For example, if a Q4 goal is to increase market share among Gen Z shoppers, your research brief could explore their purchasing behaviors, preferences, and unmet needs. This ensures consumer insights gathered will empower teams to tailor campaigns or products accordingly.

Create a Direct Line from Goals to Action

Consider how data will be used. Will findings influence messaging, product features, or pricing strategy? Stating the end-use of the research up front helps your insights team tailor methodology and deliverables for actionable results.

Here’s a simple structure to help you align research to business goals:

• Business Goal: Increase customer loyalty by 10% YoY
• Research Objective: Identify the top three drivers of repeat purchasing behavior among existing customers
• Application: Use findings to refine CRM strategy for H2

Prioritize Clarity Around Timing

When aligning with annual planning, time is always a factor. Knowing business cycles – like when your marketing calendars lock in or when product finalizations are due – helps shape a realistic research timeline. Working backward from when decisions need to be made ensures insights come in when they’re most valuable.

Revisit and Refine

Finally, remember that annual business priorities shift. A brief written in July may need updates by September. Keep communication open with your insights partners or On Demand Talent professionals so your brief stays relevant as planning evolves.

The closer your research brief mirrors real business priorities, the more likely it is to shape impactful decisions and avoid redundant or off-target studies. That’s the kind of alignment that leads to research ROI.

You’ve written your research brief – now what? Whether you’re working with a full-service market research firm or leveraging On Demand Talent for specific projects, collaboration is key. A strong brief paired with effective communication makes everything smoother and more successful.

Set Expectations Early

Once your brief is ready, walk your research partners through it. Highlight your business objectives, research scope, and timeline clearly. Leave room for their input – insights professionals may suggest sharper research questions, better methodologies, or sample size adjustments based on your goals.

If you’re using SIVO’s On Demand Talent solution, you’re collaborating with experienced consumer insights professionals who are ready to hit the ground running. These are not junior hires or freelancers who need ramp-up time – they’re seasoned experts matched to your specific needs.

Foster Two-Way Collaboration

Effective partnerships rely on openness. Share relevant background like previous research, strategic initiatives, or known challenges. This gives external partners or On Demand professionals the context they need to deliver high-impact results.

At the same time, stay open to recommendations. For example, you may intend to run a survey, but your On Demand Talent professional may recommend qualitative approaches first to surface deeper insights. This kind of strategic input is what transforms data into action.

Communicate Milestones Clearly

Mutual alignment around the research timeline is critical. Confirm checkpoints for deliverables, feedback reviews, and go-live dates. This helps both sides stay focused and ensures insights are in hand when key decisions are being made – especially during Q4 or annual business planning phases.

Best Practices When Working with On Demand Talent:

• Choose professionals with expertise aligned to your business category or research need
• Share your full brief, but call out the top three priorities during kick-off
• Use regular check-ins to track progress and make adjustments if needed
• Respect input – leverage their experience as trusted insights partners

With the right research brief in hand, our On Demand Talent becomes an extension of your team – delivering speed, strategic thinking, and clarity without long-term hiring commitments. Whether you need a hands-on researcher or strategic guidance for your market research plan, working effectively together leads to impactful results.