Agree on the questions that matter
A useful research brief translates a broad business challenge into answerable questions. Identify who will use the findings, what decision they face, and what evidence would change their thinking.
Match the method to the question
Interviews, surveys, desk research, and data analysis answer different kinds of questions. Select methods based on the evidence required, and be transparent about sampling, source quality, and limitations.
Make the findings usable
Organize the output around the decisions, not the order in which information was collected. Distinguish evidence from interpretation, present relevant trade-offs, and connect recommendations to the assumptions behind them.