Research and Discovery
Key points
- A good brief prevents problems — a bad one guarantees them
- Never assume you understand what the client wants
- Define scope precisely and get sign-off before starting
- The brief is a reference document throughout the project
What the Code says
The Code of Practice emphasises that professionals should “base copy on accurate information” and “conduct appropriate research to understand the subject matter.”
Research isn’t optional — it’s the foundation of effective copywriting. The better your understanding, the better your copy.
Why research matters
Research serves several critical functions:
Understanding the audience
You can’t persuade people you don’t understand. Research reveals what your audience cares about, what language they use, and what motivates their decisions.
Finding the story
Every product or service has a compelling angle. Research helps you find it — often in unexpected places.
Building credibility
Specific, accurate details make copy believable. Vague generalisations don’t convince anyone.
Avoiding mistakes
Getting facts wrong damages your credibility and your client’s. Research prevents embarrassing errors.
Sources of insight
Different sources reveal different things:
The client
- Product/service specifications and features
- Brand guidelines and tone of voice
- Sales materials and existing content
- Customer data and insights they’ve gathered
- Internal expertise (product managers, salespeople)
The audience
- Customer interviews and surveys
- Reviews and testimonials
- Social media conversations
- Forum discussions and Q&A sites
- Sales team insights (common objections, questions)
The market
- Competitor websites and marketing
- Industry publications and reports
- Regulatory information
- Market trends and news
Talk to the sales team
Sales people hear customer objections and questions every day. They know what matters to buyers and what language resonates. Always try to speak with them.
Researching with the client
Your client is your primary source. Get the most from them:
Ask the right questions
- What makes you different from competitors?
- Why do customers choose you over alternatives?
- What objections do prospects commonly raise?
- What do your best customers have in common?
- What’s the one thing you want readers to remember?
Request useful materials
- Customer testimonials and case studies
- Sales presentations and pitch decks
- Customer research or personas
- Previous marketing that worked well
- Competitor analysis if they have it
Interview subject matter experts
For technical or specialist topics, ask to speak with the people who really understand the product. Product managers, engineers, and long-standing employees often have insights the marketing team doesn’t.
Researching the audience
Understanding your audience is crucial:
Customer interviews
Nothing beats talking to real customers. Ask about their journey, their decision-making process, and what mattered most to them.
Review mining
Reviews — yours and competitors’ — reveal what customers care about in their own words. Look for patterns in what they praise and criticise.
Social listening
Where do your audience talk about problems your product solves? Reddit, LinkedIn, industry forums, and social media can reveal unfiltered opinions.
Surveys and data
If the client has customer survey data or analytics, use it. Quantitative data complements qualitative insights.
Voice of customer
Pay attention to the exact words customers use. Using their language in your copy makes it feel relatable and authentic.
Competitor research
Understanding competitors helps you differentiate:
What to look for
- How do they position themselves?
- What claims do they make?
- What’s their tone and style?
- What do they emphasise (and ignore)?
- How do customers talk about them?
What to do with it
- Identify gaps and opportunities
- Find ways to differentiate
- Understand market expectations
- Avoid saying the same things everyone else says
What not to do
- Copy their approach
- Assume they know what they’re doing
- Let their positioning limit yours
Documenting your research
Good documentation saves time and improves quality:
Create a research document
Compile key findings in one place: audience insights, competitive analysis, key messages, proof points, and quotes you might use.
Capture source details
Note where information came from. You may need to verify it or go deeper later.
Highlight key insights
Not everything you learn is equally important. Flag the insights that will most influence your copy.
Share with the client
A research summary shows your process and can surface misalignments before you start writing.
Summary
Research is the foundation of effective copywriting. The time you invest in understanding the audience, the product, and the market pays dividends in copy that actually works.
Don’t rush this phase. The insights you gather here will inform every word you write — and often provide the breakthrough that makes the copy compelling.