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Audience & Persona Research Brief Form

An audience and persona research brief template — capture who you reach today, who you want to reach next, and what you already know about them.

Description

Great creative starts with knowing exactly who you’re talking to. This audience and persona research brief gives your strategy team a clear starting point for persona work — capturing what you already know about your audience, and what you’re still only assuming.

You set out who your core audience is today, who you want to reach next, and what you already know about them. It captures whether there’s existing customer data to draw on, whether the team can interview customers, how many personas you expect, and any audiences you’re deliberately not targeting.

Use it at the start of any brand, campaign or product project where the audience isn’t nailed down yet. Send it to the client or marketing lead, gather the detail in one place, and brief research on evidence rather than guesswork. Customize the questions, add your branding, and embed it or share a link in minutes.

Form fields

Everything the Audience & Persona Research Brief Form above collects — 12 fields across 2 pages, so you can see exactly what it captures before you make it your own.

Get to Know Your Audience

  • Brand name

    Short Answer Icon
    Short Answer

  • Who do you think your core audience is today?

    Long Answer Icon
    Long Answer

  • Who do you WANT to reach that you're not yet?

    Long Answer Icon
    Long Answer

  • What do you already know about them?

    Multi-Select Icon
    Multi-Select

The Research

  • What outputs do you want?

    Dropdown Icon
    Dropdown

  • Do you have existing customer data we can use?

    Yes/No Icon
    Yes/No

  • Are you open to us interviewing your customers?

    Yes/No Icon
    Yes/No

  • Any assumptions you'd like us to test or challenge?

    Long Answer Icon
    Long Answer

  • Requested by

    Short Answer Icon
    Short Answer

  • How many segments/personas do you expect?

    Dropdown Icon
    Dropdown

  • Any audiences you're deliberately NOT targeting?

    Long Answer Icon
    Long Answer

  • Email address

    Email Icon
    Email
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Template FAQs

Common questions about the Audience & Persona Research Brief Form — what it captures, when to use it, and how to make it your own.

What is an audience and persona research brief?

An audience and persona research brief tells a strategy team who you are trying to reach and what you already know about them, so the resulting personas are built on real insight rather than guesswork. It scopes the research before any interviews or analysis begin.

What should an audience research brief include?

This brief captures the brand name, who you think your core audience is today, who you want to reach next, what you already know about them, any existing customer data, how many segments or personas you expect, and whether you are open to us interviewing your customers.

When should you brief audience and persona research?

At the start of any brand, campaign or product work where you are unsure exactly who you are talking to. Defining the audience up front stops later creative and messaging decisions being made on assumptions that never got tested.

Who fills out an audience research brief?

Usually the client-side marketing or brand lead commissioning the work, often alongside the agency strategist who will run it. The form asks who requested it and for an email, so the research team knows who to go back to with questions.

Can we challenge the audience assumptions a client already holds?

Yes. The brief specifically asks which assumptions you would like tested or challenged, and which audiences you are deliberately not targeting. That keeps the research honest and stops a persona simply confirming what everyone already believed.

Is this audience research brief template free, and how do I use it?

Completely free. Add or remove questions, reorder the fields and restyle the form to match your agency brand, then embed it on your site or share it as a link, with no coding needed. You will just need a free Fun Forms account to collect responses.

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