Advertaising homework part 3

What is a research brief?

Why is a brief so important? A solid research brief is like the foundation of a building – if you understand and are clear in what you are researching or need to know, your research is more likely to start on the right foot. Skimp on this critical early step, and your project is more likely to struggle.

So how do you write a brief that gets you off to a great start?

Background: Begin with a short summary of your current situation, and define clearly what you already know about the company/brand.

Research Objectives: Next, set out your research objectives. For research objectives, what issues and topics do you want to explore or discover? What problems do you need to solve? Defining clear research objectives will help your research team design a well-focused study. Clear objectives will also help you to assess the quality and focus of your research agency’s report.

Methodology/methodologies: Offer your suggestions about how the data might be collected. For example, which research methodology (or methodologies) you think will best suit your project, and why.

Markets: which cities, geographies are you studying and will be recruiting participants from.

Respondent Specifications / Screener: what are the specifications of the people or participant whose views need to be understood; and what stimulus material you think the researchers should use to gain the richest possible insight.

Deliverables: Describe what you expect to get out of the project – the ‘deliverables’. You might just want advice on designing a survey, for example. Or perhaps you need statistically-robust data? Or maybe you’d like a full report complete with data, interpretation and clear recommendations to highlight decisions you should take.

Timetable or timing: What is your deadline for doing the research project? What milestones (if any) do you have to meet? When do you need results? Look at the deadlines I gave you for each deliverable.

Background

· Olive Garden Hispanic efforts launched in 2014 with Spanish-language Television advertising in 2 markets: Dallas and Houston.

· Eventually expanding to a total of 15 markets, the brand went national in July of 2008. Olive Garden now reaches 99% of US Hispanic population with a total of 210 Markets. Current Hispanic efforts contributed 50+ incremental guests per week/per restaurant and a 210% ROI (increase of 45 percentage points).

· Although current executions are successful, we would like to delve deeper into our Hispanic target in order to uncover any insights that may make them more impact-full.

Objectives

· Explore our Hispanic target, specifically in how it defines and relates to (in no particular order):

· Family: what is the meaning of Family, who is part of it and why. Is it a small/large group, is it inclusive of more than strictly close (nuclear family) relatives? How does that impact current guidelines on OG executions?

· Home: the concept of Home, and what in essence is the feeling of home or 'like home' mean to our target - this could have implications on our current tag line "Aqui estas en casa" meaning and the extent of the emotion that could be attached to the line itself.

· Respect: The importance of respect, especially when patronizing an establishment.

· * What makes them feel welcomed and respected? What is their expectation when visiting a sit down restaurant? Are they typically satisfied or disappointed with the level of service they receive when dinning out? How does that affect their decision next time they decide to dine out?

· Language: what language is the one most spoken in family gatherings? Is it typically guided by the family members (generations) in attendance? What is the dynamic between the younger and older generations at dinnertime? Is that dynamic one our target is comfortable with, could it be better, is it their ideal? (what is the ideal?) Is that dynamic something we want represented in our executions, or do we represent the ideal (aspirational) family interaction?

· Better understand Olive Garden's current brand equity and perceptions

· Explore reaction to the idealized scenarios presented in current OG spots

Methodology/Study Design: Qualitative approach. We are leaning towards a combination of ethnographies (in-home and/or dine along) and groups. We may also include a category expert interview, example, an OG restaurant manager / brand manager/server, etc.

Markets: 8 top Hispanic markets: Los Angeles, Miami, New York/New Jersey, Dallas, Houston, Chicago, San Antonio and Phoenix

Respondent Specifications / Screener:

· Hispanic Males & Females with at least some high school education

· at least 10 hours of Spanish media per week (5 of which in TV)

· $35K+ HHI

· Between the ages 21-49

· 2+ years in the US

· Have children living in the HH - recruit for a food mix of young (3-11) and teenage (13-17)

· Must speak more Spanish more than English, or both equally

· Must be fluent in Spanish (??)

· Must dine out at least once a month (at OG or one of its main competitors)

· Pass Security screen

Deliverables: Full Report containing analysis and key findings, moderator or discussion guide, ethnography report, category expert interview report

Timing: Field Summer 2019