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Any relevant history of the brand. Any market and advertising background, including current brand size/performance per country.
How will this research contribute to your organisation’s business objectives?
How will this feedback be used to address a key business issue or objective (and by whom)? What are the big decisions that this feedback will assist in answering?
If you had to think of 1-3 main research questions that are at the core of the research study, what would they be?:
What is the execution/campaign idea? What is the expected outcome of this advertising? How is this execution intended to differentiate the brand from others? What is the strategy around the campaign/execution? Any other critical aspects that the meta-consumers should be aware of?
Who is the target market of this execution/campaign? (Please include as much information as possible – gender, age, race, LSM, psychographics, etc)
What is the single most important message that this advertising aims to communicate?
If so, please can you share this with us?
Please clarify what you are looking for at the outset, to avoid misunderstandings, i.e.
Raw Data (Transcripts)
Executive Summary (1-2 page)
Top-line Report (4-10 page)
Full Powerpoint Presentation
Initial Briefing sessions / meetings during project
Informal debriefing meeting on completion
Formal Presentation on Completion