Back to glossaryIn market research, a brief is a structured outline of the objectives, background, and requirements of a proposed research project. It sets out what the organisation is hoping to achieve and, crucially, the business problem the research is intended to solve. A well-written brief provides clarity on the decisions that need to be informed, the target audience, timing, budget considerations, and any known constraints.
Typically, a brief is provided by a client to a market research agency as the starting point for proposal development. However, in many cases agencies play an active role in shaping or refining the brief – helping clients articulate the underlying challenge, clarify research objectives, and ensure the project is framed in a way that will generate actionable insight.
Briefs can vary significantly in scope and detail. Some are highly prescriptive, specifying methodology, sample requirements, and a defined research process. Others are more open-ended, focusing on desired outcomes and inviting agencies to recommend the most appropriate approach to meet those needs.
A strong research brief aligns business objectives with research design, ensuring the final outputs are relevant, focused, and decision-oriented. At DJS Research, we have extensive experience supporting clients in developing effective briefs, translating complex business challenges into robust, tailored research programmes that deliver meaningful, actionable results. Find out more about our project design and management experience and what are typical research process is when starting a new project.
