This document outlines the key elements to include in a research brief for pre-launch product research. It discusses researching the market, competitors, target audiences and consumer attitudes. The brief should provide background on the company and brand, key objectives, target audiences, the proposed approach (quantitative and/or qualitative), deliverables, timings, budget, project team, and next steps. The purpose is to help the agency conducting the research understand what is needed to inform the product launch strategy.

2. 1. Pre – lauch product research
Assigment 2.1
Group : An An – Hieu Hieu
These studies have to do
 Research about market / competitors / market leader / trends /
development potential
 Research on the behaviors of the target audiences related to products
 Research on consumer attitudes towards industry
 Research on consumer attitudes towards existing individual brands
 Research on consumer expectations of product sectors in future
To deeply understand consumer/ market
To plan an appropriate launching strategy

3. Research in Product life circle
• Does consumer accept it much or not ?
• Should we keep this product or not ?
• Should we have an update product base on this product ?
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Features of product consumer like/dislike
Consumer’s expectation
Share
Consumer perception about brand / product / price
Research for a new product base on good & improve bad
features
• New features make consumer crazy or not ?
• React of competitors
• Attitude / Feedback of non-user , user , new user
• React of consumers
• Feedback of consumers
• What things consumers talk about our new product ?

4. 3. Research brief
• Background to project
oBrief description about Apple company/brand proposition
oAn outline of any existing research
oExplanation of any unusual or specific issues the agency should be aware of
when conducting the research
•Key business and research objective
oHow will this research contribute to Apple’s business objective
oWhat aspect of market does Apple wan to investigate?

5. •Target audience
oWho does Apple want to talk to?/ Who are the audiences for this product?
3. Research brief
oHow does Apple define target audiences and what are their characteristics
oAre there any available databases of consumers or need the agency to source contacts for any
key audiences
•Approach
oQuantitative
Does the information need to be quantified (e.g. assessing demand for the product)
What is the size of target audience? Is a robust sample size required? Is statistical analysis
required?
oQualitative
is there more interest in exploring issues on a more open-ended basis?
How will the findings need to be used?

6. • Deliverable
3. Research brief
 What does Apple and stakeholders expect the output to look like and how is this going to be used
and by whom? What does success look like?
 Would a presentation or debrief workshop be the most useful way of disseminating findings?
 Need a series of presentations for different audiences?
 Require an interim debrief or an executive summary?
 Need feedback in a very succinct format to facilitate a quick decision?
 Require any specific outputs – e.g. multiple printed copies of presentations/reports, data tabulations,
SPSS data files, an online portal to host the deliverables?
• Timings
 When are interim and/or final results required? need to meet key internal or external deadlines? Are
these fixed?

7. •Budget
o How much for this research ?
3. Research brief
•Project team
oWho is going to manage the project? How will they be supported?
•Next step
oWho on the Apple-side can be contacted in case of questions/ clarifications or pre-meetings?
oWhen the proposal is required by?
o Who should the proposal be sent to?
oHow it should be sent, i.e. by email; if hard copy: the number of copies required
oWill there be additional selection stages (e.g. inperson pitch)
o Are there any special circumstances (such as procurement formalities e.g. the need to use an anonymous
label for the tender)