How to Write a Brief for Singapore Market Research That Actually Gets Results
Most research briefs are wish lists. Long documents stuffed with everything stakeholders want to know, with no prioritization and unclear objectives. Agencies accept them politely, then guess at what actually matters.
The result: expensive research that answers questions nobody uses.
A good brief is short. A good brief is ruthless about what matters. A good brief produces research that changes decisions.
According to Enterprise Singapore's SME development resources, market research ranks among the top investments for business growth—but only when it informs action. The IMDA Digital Economy Framework emphasizes data-driven decision making as core to Singapore's economic strategy.
What Makes Briefs Fail
Too many objectives
"We want to understand brand perception, purchase drivers, competitive positioning, price sensitivity, messaging effectiveness, and future trends." That's six research projects disguised as one. No study can do all of them well.
Vague success criteria
"We want to understand our consumers better" sounds reasonable but provides no direction. Better means what? Understand in what way? To inform which decisions?
Missing decision context
Research exists to inform decisions. If the brief doesn't specify what decision depends on this research, the agency will guess—often wrong.
Stakeholder wish lists
Everyone adds their questions. Nobody removes anything. The brief becomes a political document rather than a research document.
The One-Page Brief Framework
Research Brief Template
| Section | What to Include | Length |
|---|---|---|
| Decision Context | What decision depends on this research? What happens if we decide wrong? | 2-3 sentences |
| Primary Question | The ONE question this research must answer. If we learn nothing else, what must we know? | 1 sentence |
| Secondary Questions | 2-3 additional questions, ranked by importance | Bullet points |
| Target Audience | Who specifically? Demographics, behaviors, attitudes that define the audience | 3-5 criteria |
| What We Already Know | Existing data, hypotheses, past research findings | Bullet points |
| Timeline & Budget | When do you need results? What's the realistic budget range? | Specific numbers |
If your brief exceeds one page, you haven't made the hard choices.
Tool: The "So What" Test
Testing Each Research Question
For every question in your brief, answer these:
1. If we learn X, what will we do differently?
If you can't name a specific action, the question doesn't belong in the brief.
2. What answer would surprise us?
If no answer would surprise you, you already know the answer. Don't spend money confirming assumptions.
3. Who will use this finding?
Name the person. If nobody specific will use it, cut the question.
4. What's the cost of not knowing?
Some questions are interesting but not essential. Focus budget on questions where ignorance is expensive.
Questions Worth Exploring
Before writing: What decision is blocked until we have this research? If no decision is blocked, do we need the research?
During writing: If the budget were half as large, which questions would survive? Those are your real priorities.
After drafting: Can a stranger read this brief and understand exactly what success looks like? If not, revise.
Good briefs produce good research. Good research produces good decisions. The discipline starts with being honest about what you actually need to know.
At Singapore Insights, we help clients develop research briefs that lead to actionable insights. If you're planning research and want to ensure it delivers value, let us have a conversation. You can also write to our Research Lead, Felicia at felicia@assembled.sg or give us a call at +65 8118 1048.
