How to Write a Market Research Brief: A Commercial Guide for Business Decision-Makers

A well-prepared market research brief is one of the most important tools for ensuring a successful insight project.

For commercial organisations, market research is rarely conducted for interest alone—it is commissioned to support business decisions such as:

• entering new markets

• launching products

• refining positioning

• understanding customer needs

• assessing brand performance

Whether your company is working in one country or partnering with a Latin America market research partner across multiple markets, the quality of your brief will directly influence the quality of the insight delivered.

At Advantage, we support international organisations conducting research throughout Latin America, and we consistently see that the strongest projects begin with a clear commercial brief.

Why a Market Research Brief Matters for Commercial Teams

Market research agencies rely on your brief to design a project that answers the questions that matter most to your business.

A strong brief enables agencies to propose the most appropriate:

• methodology

• recruitment approach

• sample design

• timeline

• reporting deliverables

• investment level

Without clarity at the outset, projects risk becoming inefficient, delayed, or misaligned with commercial priorities.

For organisations issuing briefs to multiple agencies, a written document also ensures proposals can be compared fairly and consistently.

Key Elements of a Strong Market Research Brief

Below are the core components every commercial market research brief should include.

1. Business Background and Strategic Context

Start by outlining the commercial context behind the project.

This should include:

• your market situation

• competitive dynamics

• internal business challenge

• the decision the research will inform

Agencies do not need confidential detail, but they do need enough context to recommend the most effective approach.

2. Clear Commercial Objectives

One of the most valuable sections of your brief is a short list of strategic objectives.

High-quality objectives often relate to:

• identifying growth opportunities

• understanding customer barriers

• testing product or concept appeal

• evaluating brand perception

• informing go-to-market strategy

The best briefs focus on fewer than eight priority questions to ensure research remains actionable.

3. Research Focus: What Are You Exploring?

Define what the research is about, for example:

• a new product proposition

• customer experience improvement

• pricing sensitivity

• brand positioning

• shopper decision-making

This helps the research partner design the right tools, discussion guides, and analysis framework.

4. Target Audience and Market Scope

Commercial research requires precise audience definition.

Your brief should specify:

• customers, lapsed customers, or non-users

• B2B decision-makers or consumers

• key demographics or behaviours

• required industries or job roles

• geographic markets included

For companies conducting research across Latin America, it is especially important to work with a partner that understands local recruitment realities and regional differences between countries.

5. Practical Considerations: Budget and Timing

All commercial insight projects involve balancing speed, cost, and depth.

Your brief should clarify:

• target budget range

• required delivery deadlines

• internal decision milestones

• any immovable launch or strategy timelines

Providing guidance upfront allows agencies to propose solutions that match your commercial priorities without guesswork.

If the budget is flexible, consider stating both a target and a maximum ceiling.

6. Deliverables and Stakeholder Expectations

To ensure research outputs meet business needs, include any requirements such as:

• presentation vs written report

• workshop or stakeholder debrief

• dashboards or segmentation outputs

• recommendations for next steps

Clarifying expectations early helps agencies shape insight delivery in a commercially useful way.

7. Collaboration and Flexibility

The most valuable insight partners do more than execute fieldwork—they advise, challenge, and improve the approach.

A strong brief should invite agencies to:

• recommend the best methodology

• propose alternative options

• suggest efficiencies or enhancements

• provide tiered budget approaches

Commercial clients benefit most when agencies act as strategic partners, not just suppliers.

A Commercial Reality: Fast, High-Quality, Cost-Efficient — Choose Two

In professional market research, projects typically optimise only two of the following:

• speed

• depth and quality

• low cost

A clear brief helps agencies focus resources where they will have the greatest commercial impact.

Confidentiality and Professional Standards

Some organisations hesitate to share background or budget information due to sensitivity.

Reputable research agencies operate under strict ethical and professional frameworks, including the Market Research Society (MRS) Code of Conduct, ensuring confidentiality and responsible data handling.

Non-disclosure agreements (NDAs) are also common practice for commercially sensitive work.

Final Thoughts: Better Briefs Deliver Better Business Insight

Taking the time to prepare a clear, commercially focused market research brief will improve:

• proposal quality

• stakeholder alignment

• project efficiency

• insight relevance

• decision-making confidence

Whether you are commissioning research locally or working with a trusted Latin America market research partner, the brief is the foundation of a successful engagement.

Need a Market Research Partner in Latin America?

Advantage MI supports international organisations with high-quality market research across Latin America, delivering insight that drives commercial decisions.

If you are planning a research project and would like guidance on briefing, methodology, or execution, our team would be happy to help.

👉 Contact Advantage today to discuss your research needs.