Research companies can typically submit a relevant and thoughtful proposal without delving into detailed background on the project or the intricate details on implementation strategies. But, once it’s time to get underway on the research, they’ll require a much deeper information dive at the kick-off meeting in order to structure an effective program.

In this initial session, key stakeholders from both your organization and the research firm should do the following:

• Review everyone’s roles and responsibilities as they relate to the project.
• Discuss the business problems and/or information gaps you’re hoping the research program will address, including answers to questions such as:
• What, specifically, signaled to you that there was a need for research in this area?
• What are the key business questions to be answered by this research?
• Who will be the primary users of the research data and in what ways do they assume they’ll act on the results?
• Review and refine the program objectives as outlined in the research provider’s proposal.
• Review findings of relevant previous research.
• Review specific information relevant to the current program. Depending on the type of research study, this may include input on the target audiences, your products and/or services and their applications, the competitors and their relevant offerings, market dynamics and trends, and obstacles to success.
• Review the project timeline, including the typical length of each phase and if scheduling interdependencies exist between the research and other projects or decision making deadlines in the organization.
• Discuss available list options for reaching the study sample, including internal lists and databases subscriptions as well as potential list rental sources.
• Review immediate next steps for your team and the research provider.

Armed with this in-depth information, the research firm should be able to develop a strong first draft of the survey instrument – one that doesn’t require an inordinate amount of editing on your end.

Equally important, at the end of the kick-off meeting, you and your stakeholders should have a solid understanding of the project scope that can be accomplished within the budget, what to expect from the research process and final report, and the role that each of you will play to ensure project success.

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