Turbo Training - How to write a Brief

An effective market research brief is the start of any successful research project.

Regardless of the size of the project, it pays to spend the time upfront to pull together a quality brief. Not only does the brief serve to align internal stakeholders and get clarity on what the research problem is they are trying to solve (and possibly more importantly, how are they planning to use the research!), it also benefits the research agency in understanding the challenge at hand and in turn crafting their proposal.

In this 30-minute Turbo Training session, you will hear from Jo Cutbush and Mary Anne Muscat, two client researchers (collectively with half a century of experience across different industries) on:

  • What to consider even before putting the brief together
  • Questions to ask stakeholders
  • Requirements essential to creating a research brief
  • Tips and tricks to help make the process easier

Jo Cutbush - Head of Insights, Global Consumer Markets, SunRice

Jo has 25 years of experience largely on the client side across many companies including Campbell Arnott's, The Clorox Company, Mallesons Stephen Jaques, Fosters Group and Goodman Fielder.

Her specialities lay in Insights Transformation, Brand Strategy, Market Research, Insights Management, Strategic Analysis and Interpretation, Change Management, Training and Coaching, Team Leadership and Communication.

Jo is currently the Heads of Insights, Global Consumer Markets at SunRrice. She has a BA in Government, Anthropology and Linguistics from University of Sydney, and a Graduate Diploma in Business (Marketing) from UTS.

Mary Anne Muscat - Senior Manager, Strategic Research, Westpac

Mary Anne has over 25 years of market research and marketing experience within the financial services and professional services industries leading many strategic and tactical projects both in B2B and B2C. She has held many insight roles for NAB/MLC, Perpetual, ASX, ICAA, St George, and CBA.

Mary Anne’s experience includes leading research that supports brand and communication development and evaluation, segmentation, customer experience, product development in both the direct and intermediary channels, as well as distilling insights from across different sources.

Mary Anne is currently the Senior Manager, Strategic Research at Westpac and has a Master of Commerce (Marketing) from UNSW and a Bachelor of Business (Marketing) from UTS.

Event information

Date: 20th Oct 22

Start Time:
NSW | ACT | VIC | TAS: 2:00 pm - 2:30 pm
QLD: 1:00 pm - 1:30 pm
SA: 1:30 pm - 2:00 pm
NT: 12:30 pm - 1:00 pm
WA: 11:00 am - 11:30 am

Arrival Time:
10 mins before start time.

Location:
your device online

QPR Points: 10

Member Price: AU $ 35.00

Non-member Price: AU $ 70

Your Price: AU $ 70.00

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Registration




Registrations Open: 13th Jun 22 12:00 AM

Registrations Close: 20th Oct 22 2:00 PM

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