Write a useful research brief
A filled-out example and editable templates for the question you want to investigate.
By InstaSights ·
Write the decision before the questionnaire
A useful research brief explains what you need to decide, who the research concerns and what someone must know to answer the questions. You do not need to arrive with a finished survey.
Download the editable brief, or use the prompts below. The file is plain text in Markdown format, so you can edit it in a notes app or document editor.
Six things to put in your brief
| Part | What to write | Example |
|---|---|---|
| Decision | What will you choose or change? | Which two names should remain on the shortlist? |
| Audience | Country and relevant consumer context | U.S. adults who drink coffee at least weekly |
| Offer | A factual description held constant across options | A ready-to-drink oat latte sold in a can |
| Alternatives | The exact names, concepts, messages or prices | Daybreak, Oat & Co., First Light |
| Questions | The uncertainties you need to explore | Overall preference and differences by age |
| Next step | How you will use the finding | Keep a shortlist and investigate it with intended customers |
Avoid writing a preferred answer into the description. Calling one concept “the premium choice” can introduce a difference you did not mean to test. When comparing names, keep the underlying offer the same; when comparing prices, keep the quantity and terms clear.
A filled-out naming brief
Decision: We need to narrow three candidate names for a ready-to-drink oat latte to a shortlist for further customer research.
Audience: U.S. adults who drink coffee at least once a week. We want to compare the age groups available in the study setup.
Product context: A ready-to-drink oat latte in a can. Use the same product description for every candidate.
Names: Daybreak, Oat & Co., and First Light. Present the exact spellings consistently.
What we want to learn: Which name is most appealing, how the alternatives rank, and whether preferences differ across age groups. We also want to explore predefined associations with the preferred name.
How we will use the result: A close result will leave more than one name on the shortlist. We will not treat preference as trademark clearance or proof of future sales.
This brief follows the setup of our illustrative naming study. Its responses are simulated. Read how to interpret the close result.
Choose questions that serve the decision
A standard InstaSights study supports up to ten questions. Save space for the question that determines the next step, then use supporting questions to understand the result.
| Study | Useful starting questions | Template |
|---|---|---|
| Audience | Shopping habits, needs, frustrations and buying priorities | Audience questions |
| Product concept | Appeal, relevant benefits and predefined concerns | Concept questions |
| Name | First choice, ranking and predefined associations | Naming questions |
| Message | Preference, clarity and intended benefit | Message questions |
| Price | Perceived value, purchase interest and price expectations | Pricing questions |
These are editable starting points, not validated instruments or promises of a particular result. InstaSights currently uses structured choices, ratings and rankings; individual open-ended comments are not included.
Review the setup before running it
Read every question with its answer options. Check that the names match your shortlist, that the product description contains the necessary context, and that a rating scale has clear endpoints.
Check the proposed audience rather than assuming every condition in your brief can be represented. Record the groups you want to compare before looking at the results. If your decision needs professional respondents, physical product experience or actual purchasing behavior, plan the appropriate additional research.
Finally, keep a copy of the approved brief and questionnaire. They explain what the results refer to when you share them later.
Turn your brief into a study
See the study workflow, inspect an example result, or review plans and preparation details. When you are ready, start a study and review the suggested setup before running it.