Session 5

How to Define Research Objectives

The Foundation of Market Research

Research objectives are the key outcomes that will help you gain a deeper understanding of your consumers. To develop and approach these objectives effectively, you should first:

  • Identify the General Focus: What do you want to know or achieve through your research?
  • Determine Specific or Secondary Objectives: What specific questions do you want to answer? This creates a hierarchy with both the general and specific objectives.

SMART Criteria for Effective Objectives

For defining your research objectives, it’s essential to follow the SMART criteria. This means that your objectives should be:

  • Specific: Clearly define what you want to achieve.
  • Measurable: Include a way to measure or quantify the outcome.
  • Achievable: Ensure that your objectives are realistically attainable.
  • Realistic: Set goals that are practical and feasible.
  • Time-bound: Specify a timeframe in which the objectives should be fulfilled.

Tips for Effective Objective Definition

In addition to SMART criteria, consider the following tips:

  • Establish an Order: Organize your objectives from general to specific to create a logical flow.
  • Clarity and Directness: Define objectives that are clear, direct, and free from ambiguity.
  • Coherence: Ensure that your objectives align with the overall research focus.
  • Realism: Set objectives that are attainable with available resources.
  • Limit the Number: It’s best to focus on a limited number of objectives to maintain clarity and focus.
  • Action Verbs: Use action verbs (e.g., identify, assess, evaluate, determine, explain) in your objectives. They make it easier to measure results and actions.


Thank you for joining us in Episode 5 of the Zinklar Academy! We’ve explored the essential steps in defining research objectives, including using the SMART criteria and practical tips for effective objective definition.

In our next session, we’ll delve into how to define your research target. Stay tuned for more valuable insights!

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