How to write a lead research brief

Describe the problem you solve

Start with the problem your service addresses. “Small agencies struggling to follow up on website enquiries” gives a researcher more direction than “all agencies.” Specify observable signs of relevance, such as a service offered or a published enquiry channel. Keep purchase intent separate: a relevant business is not automatically looking to buy.

Define the minimum evidence

Ask for the organization name, website, relevant published facts, source URL, and date checked. Request a contact only when an appropriate channel is identifiable. Make unknown an acceptable answer. A researcher should not invent a title or email address simply to complete a required column in the brief.

Explain inclusion and exclusion

Provide a fictional good-fit example and explain why it qualifies. Then show a near miss, such as a company outside your service region. These examples expose ambiguous decisions that keywords alone cannot resolve. Ask the researcher to flag borderline records rather than quietly forcing them into a category.

Review a pilot

Inspect a small first batch together. Check that the sources support the claimed fit and that a teammate could explain relevance without repeating the research. Revise the brief before expanding the list. Move reviewed contact fields into Happitap, and preserve source evidence in the research process that produced them.