It’s easy to jump into survey planning with a list of metrics in mind, such as awareness, perceptions, or satisfaction. However, without a clearly defined research objective, even the most meticulously crafted questionnaire can fail to deliver useful insights.
A strong objective is more than just a formality; it’s the foundation for good survey design. It guides how questions are structured, ordered, and even whether they belong at all. And with today’s growing demands on respondents’ time, ensuring clarity and focus are more important than ever to keep survey research succinct and purposeful.
In this article, we’ll walk through how to shape actionable, achievable research objectives that keep your survey on track and your insights meaningful.
Why are research objectives important?
- Focusing in on research objectives increases the likelihood that a survey will provide essential decision-making information rather than “nice-to-have" data.
- Well written research objectives highlight key questions that will be answered in the survey.
- Research objectives help the researcher get started with the process of writing a questionnaire which can feel at times subjective. Clear objectives that you can refer back to can help you remain truthful in what you are trying to accomplish.
- Research objectives provide input for organising the reporting of your survey results.
Prerequisites for preparing research objectives
Before you jump into objectives, it is important to make a distinction between the background and business objectives that underly the project and the research objectives that the questionnaire will be designed to deliver against.
Background
Essentially, the background is what led to the study. This can include information like relevant historical information, previous research conducted, or other problems that gave rise to the study.
Example: Other travel companies are launching AI-powered trip planning tools, increasing pressure on us to conform.
Business objectives
The business objectives relate to decisions and actions a company wants to make. They help clarify why are you doing a study and help to determine what decisions will be made based on the study.
Example: This study has been designed to help us decide whether or not to start offering AI-powered trip planning tools. It will also help us decide the prices we should charge for these tools, if we decide to offer them.
Research objectives
Research objectives are articulated in terms of the type and scope of information needed to help address the business objectives. They clarify what the study will uncover, the specific questions it will answer, and the information it will deliver.
Example: Are we losing customers to our competitors because of these AI-powered trip planning tools? How many of our customers plan to use AI-powered trip planning tools in the next 6 months? What is the financial impact if we do or do not offer AI-powered trip planning tools?
With the foundations in place, it’s equally important to recognise the common pitfalls that can undermine well-intentioned research objectives.
Common problems with writing research objectives
Without a focused understanding of what you are trying to achieve there is a danger that your research objectives will generate information that is irrelevant, too broad, or not actionable.
Below are some common missteps to avoid:
- Writing too many objectives – Packing too many research objectives into a single study often leads to long surveys that increase respondent fatigue and dropout. With limited real estate in your survey, every question should serve a purpose.
- Setting objectives that are too broad – When your study attempts to address too wide a range of issues, your ability to draw clear conclusions and make decisions is diluted.
- Setting objectives that aren’t realistic – It’s common to find objectives that aren’t grounded in what respondents can realistically recall or articulate. Overpromising on what survey data can accurately deliver can lead to misleading or unusable findings.
- Objectives that are irrelevant to the business objectives – Sometimes, the person writing the questionnaire isn’t the one who will ultimately use the data. This disconnect can result in questions that don’t support business objectives.
Understanding these common challenges helps lay the groundwork for writing strong research objectives that are purposeful, focused, and actionable.
How to structure research objectives
Your research objectives should be clear, concise, and should outline exactly what knowledge gap you’re trying to fill.
Including the below components can help you design well written objectives:
- Have a clearly defined time frame
A well-crafted research objective should specify the time context of what you're trying to learn. Are you looking to understand something current, assess perceptions from the past, or explore future expectations? In addition, consider whether you're interested in a specific time interval—such as changes over the past year or trends over a five-year period. - Have a clearly defined target audience
Be explicit about who you want to hear from. Whether it's the general population, a specific customer segment, or users of a particular brand or product, clearly defining your audience ensures your findings will be relevant. - Include study topics
Identifying the main topics your study will cover helps guide the design of your questionnaire. These are the broad research territories or areas from which you’ll generate individual questions, such as brand perceptions, decision drivers, or product usage. - Include the subject matter
This refers to the underlying subject of your research — such as the specific category, event, individual or concept you aim to explore. The subject matter helps keep your research focused and meaningful.
Below are some examples to better illustrate each component:
Objective 1: To better understand current attitudes, needs, and behaviours of U.S. adults regarding trip planning apps.
In this case, “current” is the timeframe, “attitudes, needs, and behaviours” are the study topics, “U.S. adults” are the target audience, and “trip planning apps” are the subject matter.
Objective 2: What features do Canadian adults expect to see in their ideal trip planning app in the next year?
In this example, “in the next year” is the timeframe, “features” are the study topics, “Canadian adults” are the target audience, and “trip planning apps” are again the subject matter.
When developing research objectives, it’s important to focus on quality over quantity. Limiting your objectives to five to seven distinct questions helps ensure your survey remains manageable.
Prioritisation is equally essential. Not all objectives carry the same weight and identifying which ones are most critical should drive your overall survey design and flow. Organising your objectives in a logical hierarchy ensures the final survey is strategic and aligned with the decisions your team needs to make.
Defining the “what,” “how,” and “who” behind your research
The ability to translate business objectives into well written research objectives is a key skill. Before you start writing questions, there are questions you can ask yourself to help guide exactly why you are doing the research:
What
Start by asking: What prompted this research? Are you preparing for an upcoming campaign, responding to a change in sales, or exploring a new audience segment you want to understand more deeply?
How
Then consider how the data will be used. Is it intended to shape business strategy, guide creative or media decisions, support a marketing campaign, or inform internal stakeholders?
Who
Next identify who will be using the insights. Will the findings serve product managers, agency partners, creative teams, strategists, or senior leadership? Knowing your audience helps ensure the research is relevant and actionable for decision-makers.
Finally, it’s important to ask yourself if you can get the information anywhere else. In some cases, existing data sources or internal information may hold the answers you need. Clarifying what’s already know can help refine your research goals and avoid duplicate work.
Conclusion
Strong research starts with strong objectives. Think of your research objectives as the foundation for everything that follows; design, the quality of your results, and ultimately the decisions your research will inform. Writing effective objectives requires more than a list of things to measure; it demands thoughtful input from stakeholders, clear organisation, and planning at the outset. When you invest the time upfront to craft strategic objectives, you set your study up to deliver results that are not only meaningful, but actionable.
Interested in learning more?
Our researchers can consult on your questionnaire designs to ensure your specific research questions are answered. Contact us to get started.
