[工程科技]day1-3thestartofaproject(已修改)
2025-02-02 13:07 本頁面
【正文】 CourseG6 1 Research Training Initial Design Decisions 3. The Start of a Project Kate Bolton Beijing, 812 July 2022 C Kate Bolton 06/2022 CourseG6 2 Objectives Role of the buyer Taking a brief Understanding business objectives Setting research objectives CourseG6 3 The research buyer Research Agency Research Buyer CourseG6 4 The research buyer Research Agency Research Buyer Internal Clients CourseG6 5 “We need to do some research” CourseG6 6 “We need to do some research” Why? CourseG6 7 What does (should) the research buyer do? Is it worth doing? Understand how it will help the business decision Gauge importance Check if data exists already Evaluate the request Involve all key players: Common view of objectives Realistic view of outputs Aware of practicalities Manage expectations Set project scope amp。 size Achieve budget signoff CourseG6 8 Choosing an agency Research buyer matches needs of project with agency offering: ?Practical Considerations ?Expertise ?History ??Chemistry CourseG6 9 Before you get started…. If the client has written the brief…. Challenge it CourseG6 10 Before you get started…. If the client has written the brief…. If you?ve pieced the brief together…. Challenge it Write it up amp。 get them to confirm CourseG6 11 Where does the agency start? “I?d like you to pitch for this job” Client Agency ?What do I need to know?” CourseG6 12 Exactly WHY the research is needed What OTHER factors may have a bearing It?s difficult to write a successful proposal unless you know….. Good research brief Good detective work CourseG6 13 Briefs e in all shapes amp。 sizes “Brief” CourseG6 14 Ideally….. A written document with all the relevant information. But if not, it?s YOUR responsibility… a) to work out what is missing, and b) to ask questions so that you can fill in the gaps. CourseG6 15 Agency Briefing Checklist (i) 1. Do YOU understand the BUSINESS OBJECTIVES? CHECK: What decisions will be made on th
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