Research tools
A clearer brief. More useful research.
Use this worksheet to define what a market study must answer before you commission new work or assess a published report.
Build the brief
Six decisions to make before the work starts.
The worksheet turns an open-ended request into a scope that can be discussed, compared, and reviewed.
- 01
Start with the decision
What will this research help you decide? Name the decision owner, the options, and the deadline. Replace a broad aim with a concrete choice, such as selecting a customer segment for a pilot.
- 02
Draw the market boundaries
Specify included and excluded products, services, customers, geographies, channels, and business models. Define whether market size means supplier revenue, end-customer spending, units, or installed base.
- 03
Make the period and units comparable
State the base year, historical period, and forecast horizon. Specify currency, current or constant prices, fiscal or calendar years, and whether the data describe annual flows or a point in time.
- 04
List the questions and evidence
For each question, name the evidence that could change the decision. Identify suitable sources, interview populations, sample limitations, and how conflicting estimates or unavailable data should be handled.
- 05
Agree the outputs
Specify the chapters, datasets, segment views, charts, formats, and presentation needs. Identify who will use the work and what sharing rights are needed. Ask for definitions, sources, and assumptions to be visible.
- 06
Set acceptance criteria
Agree review dates, a named approver, revision allowance, and completion criteria. Decide what happens if a key source is unavailable. Separate essential deliverables from optional work.
Ready to discuss the brief?
Start with the decision you need to make.
Share the market and questions with us. We can discuss whether available report coverage or a custom scope is the better fit.