Creative Brief Questionnaire
Date:
Client:
Project:
Job #:
In Attendance:
•The objectives:
1)
2
•The target audience:
•The features:
•Customer/user benefits:
•Support for benefit claims:
•The competition:
•Considerations/preferences/limitations:
•Distribution considerations:
•The single most important point:
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Questionnaire Instructions
This form, supplemented with additional material as necessary, can
help ensure that one always get the basic creative and positioning
information needed when starting an assignment. Here are exam-
ples of the types of questions to ask when using it:
The objectives. What is the purpose of the project? Examples:
raise market awareness by 25%, sell 2,000 widgets, educate exist-
ing customers, enthuse salespeople, upgrade the company image,
meet a legal requirement, build company loyalty or esprit de
corps. A creative approach should be developed around a primary
and secondary objective only; no creative vehicle can be expected
to accomplish more.
The target audience. Who are the readers/viewers/customers?
Determine sex, age, job titles, social/economic conditions, employ-
ment, geographic concentration. Are they already knowledgeable
about the product, or not? What motivates them?
The features. Ask about specifications, components, manufacture,
delivery, warranty. How is it used in everyday application? What is
it that’s different, unusual, or unique?
Customer/user benefits. How will he or she be better off? Does
it save time, effort, money? If so, how much? How relatively impor-
tant is this to the customer? What are the trade offs (example:
higher quality usually means higher price)? Determine all benefits,
but rank them—concentrate on the one or two strongest. Be as
objective and specific as possible.
Support for benefits claims. Ask for proof of benefits: test data,
focus group reports, user testimonials. Accept only facts, not
opinions; only specifics, not generalizations. If