The best way of expressing your expectations regarding marketing research is to send a briefing document to various agencies and consultants and expect some proposals. In the era of electronic communication it might be difficult to meet every single contestant to deliver your expectation orally. Sending a written brief, you would be able to provide the same standards and questions to various agencies.

In both cases where the brief is in written or oral format it might be vital to pay attention on some specific elements that constitute a good brief.

Description of the problem/marketing decision background: the best way is to describe this in the form of short chronicle that affected main conclusion – “yes, we might believe this should be sorted out by marketing research”.

Description of the range of products/services: this should be done in a great scrupulous manner in order to give researchers the full and multi angles review and understanding of the recent situation. Another words, the researcher should believe that both of you required the same answers to the same questions. At this stage it might be vital to consider which products/services might be in the research scope, and which definitely should not be scrutinised.

Description of the markets that should be researched: the research sponsor might have their own ideas based on their internal knowledge or some indicators taken from the previous studies, press releases or materials published online. This might lead the sponsor to their specific preferences regarding the choice of markets to research. Due to the fact we have the field workers and supply local research consultants from almost all Central and Eastern Europe countries, we as the full service market research agency will definitely enable you flexible choice or fluent switch from country to country.

Description of the research objectives: the research sponsor might have some knowledge limitations referred to market research process, and this is nothing wrong at all. Due to this we are open to discuss sponsors idea at any point of the brief. This might be vital when multi countries study is concern, to specify the objectives to research, while in different locations the obvious thinks for us might have different name, package or target audience.

Description of time schedule and budged: this is vital both for sponsor and researcher, to clarify this issue at the beginning of cooperation.