The art of the research brief: Aligning research with strategic objectives
In consumer insights, a well-crafted research brief can be the difference between a project that drives meaningful business decisions and one that falls flat.
The brief is more than just a document outlining research objectives. It's a strategic tool that connects insights to broader business goals. That’s why our approach to brief development is deeply rooted in understanding the organization's needs and challenges.
"I think purpose and meaning are the keys to truly resonate and that your consumers or clients actually feel not only listened to, but truly heard," said Isabelle Landreville, president and chief insight seeker at Sylvestre & Co.
Starting with the story
Every effective brief begins with a compelling narrative. There is power in storytelling in research.
"The stories that are the most impactful, the stories are the ones that are concise and memorable," said Jorge Calvachi, Director of Consumer Insights at La-Z-Boy, warned on an episode of "Insightful Inspiration,"
By framing the research need as a story, it becomes easier for stakeholders to understand and engage with the project's purpose.
"I think there's something about catering to your audience so that they care about what you're saying and what you're telling them," Isabelle said.
Identifying the core business objective
Once the context is established, the next step is to translate the situation into clear business goals.
Asks stakeholders, "What do you need to know that will unlock growth?" This simple yet powerful question helps focus the research on the most critical business needs.
"I love that question because, number one, we're talking about only one thing," Jorge explains. "We are then eliminating nice to know. We're eliminating like, 'Oh, you know this. I want to validate this.'"
This approach aligns with identifying the thing that's really stopping the flow of revenue or innovation. By focusing on this core issue, the research brief becomes a tool for addressing the most pressing business challenges.
Engaging stakeholders
Jorge insists on speaking directly with decision-makers and all relevant stakeholders when developing a brief.
"I will never, ever do research if I am not talking to the decision maker and all stakeholders," he states firmly.
This approach ensures that the brief accurately reflects the true needs of the business and avoids misinterpretations that can occur when information is passed through multiple people.
"I tell stakeholders, ‘It's your baby,’" said Isabelle. "But let’s face it, we all need someone else to give us tough love and keep us objective and connected."
Moreover, Jorge uses these conversations to build relationships and trust within the organization. He explains, "I have business partners that we have fantastic conversations with, not only about insights, but about our families.
Challenging assumptions and digging deeper
Creating an effective brief often requires challenging initial assumptions and digging deeper into the real issues at hand. Jorge sees this as playing a consultant role, asking probing questions to uncover the true needs of the business.
Jorge emphasizes the importance of being a "problem finder" rather than just a problem solver.
"Consumer insights leaders should be problem finders. And what, because that is really with is we're finding that kink in the holes that really, oh my gosh, you know, we have been doing this the wrong way."
Connecting the brief to the larger picture
Jorge's approach to is part of what he calls an "organizational learning plan." This plan connects individual research projects to the company's broader strategic goals, ensuring that each piece of research contributes to long-term business success.
"What I do with that information is I develop an organizational learning plan," Jorge explains. "Once you see this, you can see things connected. You can see where the gaps are at the highest level, right?"
This approach allows Jorge to be proactive in addressing business needs. He can anticipate questions and provide insights before they're even asked, building trust and demonstrating the value of consumer insights to the organization.
Avoiding bias in brief development
The importance of avoiding bias in research cannot be overstated.
"Knowing a problem or identifying a problem is fifty percent of the solution," said Isabelle.
When developing a brief, it's crucial to be aware of potential biases such as confirmation bias or leading question bias. Strategies for maintaining objectivity include carefully designing the order of questions and topics and being mindful of how questions are framed.
Isabelle emphasizes the importance of self-awareness in avoiding bias.
"First off, get out of your head and into your body...be present in the moment and mindful," she advises. This mindfulness helps researchers remain objective and open to unexpected insights.
From brief to action
The ultimate goal of a research brief is to set the stage for impactful insights that drive business decisions. That's why we aren’t just delivering findings, but actively participating in post-research workshops to develop actionable recommendations.
"Consumer insights leaders should be problem finders," Jorge asserts. "Finding that problem that is stopping you from growing in a sustainable way, that is my ultimate goal."
This approach transforms the role of insights professionals from mere data providers to strategic partners in driving business growth.
Conclusion
In conclusion, the art of crafting an effective research brief is a critical skill for any insights professional to drive impact.
As Jorge reminds us, "We're all building sand castles." The tide of business is always changing, washing away our carefully constructed plans. But with well-crafted research briefs, we can build sand castles that stand a little taller, last a little longer, and make a real impact before the next wave comes in. The key is to approach each brief not just as a document, but as an opportunity to drive meaningful change and growth in the organization.
