examples of marketing research proposals

Research Proposal Example/Sample

Detailed Walkthrough + Free Proposal Template

If you’re getting started crafting your research proposal and are looking for a few examples of research proposals , you’ve come to the right place.

In this video, we walk you through two successful (approved) research proposals , one for a Master’s-level project, and one for a PhD-level dissertation. We also start off by unpacking our free research proposal template and discussing the four core sections of a research proposal, so that you have a clear understanding of the basics before diving into the actual proposals.

• Research proposal example/sample – Master’s-level (PDF/Word)
• Research proposal example/sample – PhD-level (PDF/Word)
• Proposal template (Fully editable) 

If you’re working on a research proposal for a dissertation or thesis, you may also find the following useful:

• Research Proposal Bootcamp : Learn how to write a research proposal as efficiently and effectively as possible
• 1:1 Proposal Coaching : Get hands-on help with your research proposal

PS – If you’re working on a dissertation, be sure to also check out our collection of dissertation and thesis examples here .

FAQ: Research Proposal Example

Research proposal example: frequently asked questions, are the sample proposals real.

Yes. The proposals are real and were approved by the respective universities.

Can I copy one of these proposals for my own research?

As we discuss in the video, every research proposal will be slightly different, depending on the university’s unique requirements, as well as the nature of the research itself. Therefore, you’ll need to tailor your research proposal to suit your specific context.

You can learn more about the basics of writing a research proposal here .

How do I get the research proposal template?

You can access our free proposal template here .

Is the proposal template really free?

Yes. There is no cost for the proposal template and you are free to use it as a foundation for your research proposal.

Where can I learn more about proposal writing?

For self-directed learners, our Research Proposal Bootcamp is a great starting point.

For students that want hands-on guidance, our private coaching service is recommended.

Psst… there’s more!

This post is an extract from our bestselling short course, Research Proposal Bootcamp . If you want to work smart, you don't want to miss this .

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10 Comments

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How to Create a Market Research Proposal (+Template)

Continuing the market research series, in this article, we’ll discuss what a market research proposal is and how to create one.

To recap, what we’ve covered so far in the series, we’ve talked about what market research is, the different types of market research you need to do to grow your business, and the benefits of conducting market research .

What is A Market Research Proposal

Conducting market research is expensive, and if you work in a large organization, then you would need to justify such expenses.

Before conducting your research you’d need to shed some light on past data about your market, gaps in the data, and why new research is necessary.

This is where a Market Research Proposal come in to play.

Typically, a research proposal is a document proposing a research project, usually, these proposals are done by a scientist or an academic. 

The proposals are then evaluated on the cost and potential impact of the proposed research, and on the soundness of the proposed plan for carrying it out. Research proposals generally address several key points:

• What research question(s) will be addressed, and how they will be addressed
• How much time and expense will be required for the research
• What prior research has been done on the topic
• How the results of the research will be evaluated
• How the research will benefit the sponsoring organization and other parties involved

The same principles apply here, only that your business market environment is what is being researched, which is your target market.

A market research proposal is a document that details the what, the where, the when and the how of market research and the information and costs associated with it.

If this sounds complicated, then here’s what you need to know about a market proposal. It addresses:

• Why market research is necessary and what you aim to gain from the research
• What resources are required for the research
• Past research done on your market
• How the data from this market research will be collected, stored and used
• How the research will benefit your business

Keep in mind that at this point you are not conducting the research yet, you are simply providing a rationale behind why market research is necessary.

In the next article in this “Market Research” series, we will discuss the process of conducting market research, but for now, we need to provide a compelling document on why, how, when and where the research will be conducted.

11 Steps to Create A Market Research Proposal

Now that you know what a market research proposal is, it’s time to create one. There are 11 steps to create a sound and compelling market research proposal

1. Market Research Proposal Summary

Start your proposal by briefly explaining the purpose of the market research and why it is required. Also, give an overview of what the desired outcome of the market research is.

If your business is interested in pouring resources into an in-depth market research then surely, there is something you hope to gain from it.

Remember to provide reasoning for the need of this specific market research and let whoever is reading this, such as the CEO, COO. know what contributions this research will make to the company.

TEMPLATE TO USE:

The market research project, entitled [RESEARCH PROJECT TITLE] hopes to discover more information regarding market trends in [SPECIFIC AREA]. The following summary will give an overview of the causes, processes, and possible effects of the market research proposal, detailed below.

2. Research Objectives

In this section of your proposal give full details about what problem has been identified that requires market research to be conducted. I.e. Show why there is a specific need for this research in the first place.

Explain what the market research results will be used for and how they will help achieve the overall goals. Describe the goals which you hope to achieve with this project.

The proposed market research project contains the following objectives:

• Objective one
• Objective two

3. Background Information on Past Market Research

Odds are you’re not the first person/company to conduct research on your market. This means that there is existing information on your market. However, this knowledge might be outdated, or might not provide the data your business needs.

So, in this section explain what information already exists on this topic and what is already known. Also, highlight the gaps in knowledge that the market research will hopefully fill.

Here you will show information from existing sources regarding the specific topic to be researched. It is great to provide cited sources, graphs, charts, and statistics. 

You will use this section to show that you know a great deal about the market you will be researching, but you also need to show the holes in the current knowledge.

You can then demonstrate the specific need for your proposed research plan, and how this market research plan will fill these holes and contribute to the knowledge of this subject.

4. Market Research Proposal Hypothesis

If your business needs to conduct market research, then you probably have a few ideas of what you hope to get or learn from the research.

In this section describe what you believed to be the likely outcome of the market research and what you hope to learn.

5. Research Target Audience

Your business doesn’t target everyone, and odds are your business targets different audience types. So who is this research targeted at?

This is a very important part of your proposal and you need to be as detailed as possible about the target audience or audiences you will be researching.

Also, describe how you will source this target audience and how you will ensure they meet the correct criteria.

6. Data Collection of Market Research

Time to get to the good stuff. In this part of your proposal, you MUST detail all the data collection methods that will be used during the market research and, how they will be carried out. 

You MUST also explain how the accuracy of data will be maintained, how potential candidates for the research will be approached and, if applicable, how they will be reimbursed for their time and contribution.

Use specifics and consider potential questions such as.

• How will you maintain the accuracy of data? 
• How will you approach potential survey or research candidates? 
• Will these participants be paid for their time? 
• At what times of day will you make phone calls? 
• In what ways will you ensure an accurate data sample? 

The more information you can provide in this section, the better.

Our methods of data collection will be best suited to the project at hand. Research methods will include:

• Focus groups
• Collection of social media data
• Surveys via the Internet, phone, or email
• Long range in-home consumer tests
• Distribution of samples
• In person promotionals

These individuals will be selected [HOW THEY ARE SELECTED] to ensure an appropriately constituted pool of data from which we can infer accurate insights and trends.

The pool itself comprises of individuals who have expressed to us an interest in participating in such surveys, and they will be compensated by [METHOD OF COMPENSATION]….

7. Research and Analysis Methodology

In this section of your proposal, you are to discuss the strengths and possible limitations of your research methods. 

Provide an overall blueprint for your methodology in approaching research data, and describe the implications of each method of data collection, and explain the methods you will use to interpret the data. 

Lastly, discuss the means of evaluating the collected data and how you will account for errors, holes in data, or inaccuracies.

8. Ethics to be Followed During Research

You’re almost done with your proposal, but there are still a few important details that need to be included. 

Explain how the market research will adhere to ethical codes by thinking about how issues such as participant confidentiality, data security, privacy, and consent of research participants will be addressed.

Include waivers or documents you plan to provide to research participants, if applicable

9. Market Research Timeline

In this section, provide a detailed timeline of when the research needs to begin and when a full report is required, ensure sufficient and realistic time for both data collection and data analysis are considered.

Market Research Timeline

• Task 1 ([DATE] [TIME])
• Task 2 ([DATE] [TIME])
• Task 3 ([DATE] [TIME])

10. Market Research Budget

We’re almost done with our proposal, but it’s time to include arguably the most important section. After all, if your company does not have the funds and resources then there would be no research in the first place.

Provide an overall budget for the proposed project. Make sure to include all possible cost considerations. You can provide a breakdown of those here. 

Don’t forget budgets for sections such as Participant Reimbursement, funds for documents, rental space.

11. Conclusion

This is the last part of your market research proposal. You can add ways in which this market research will provide further benefits or include unique applications of the potential results.

Now that you know the market research proposal process and the importance of market research, in the next article will discuss the actual market research process.

Comment with any questions you have about Market Research Proposals and I will get back to you ASAP.

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Focus Groups

How to Write a Market Research Proposal

The market research proposal is an important first step in near all studies. First and foremost, a skeleton that details a study’s direction, goals, and focus, such proposals are typically the first point of reference for management. While the proposals make or break a project’s funding, there is one other strength no research team can ignore: direction.

Critical for any undertaking that involves research, direction helps with both the pragmatics and concepts of near all studies. Market research proposals are vital for outlining both. They also explain the potential returns or results a study can yield. Ideally, the proposal should convince outside readers while informing research and development teams.

Language is important for writing a proposal, as is organization. A lot of detail goes into the typical research proposal, and sometimes there is no clear place for essential odds and ends. Luckily, there is a general organization, or logic, that most research proposals adopt. This allows readers to quickly absorb details, jump to pertinent sections, and digest its conclusions.

While not mandatory, using these structures add a cohesion that makes reading these papers more convenient and cohesive. Length, detail, and overall complexity are all factors when considering how a research proposal should be organized. Similarly, weigh the study’s goals and potential returns. Not every proposal necessitates the same sections. In fact, simple studies can do without a lot of sections that more involved or longer studies require. That mentioned, never write off these critical five elements of your research proposal.

Overview, Definition, and Terms

Important for summing up the study’s incentives, intents, and overall feasibility, overviews prep readers for the project’s strengths. Like everything else in a proposal, clarity is also all-important. Definitions and terms are vital. Overviews are also excellent for showcasing market conditions, opportunity, goals, and overall impact to ROI. While very important, always make sure to focus on the client. Their edification should be at the forefront of any proposal writer’s mind.

Hypothesis and Goals

While referenced in the overview, extrapolation about a project’s actual agenda goes a long way. Near everyone reviewing a research proposal will search for a hypothesis. While fine to reference in the overview, an outright hypothesis will always predominate the research proposal and its direction. Be clear as possible!

The hypothesis itself, however, explains the goal’s prospective burdens, costs, and returns. Also explain how these different elements combine to form a whole level of different parts. Perhaps most intrinsic is the order of said goals, as well how they compliment each other.

Realizing goals requires exploring a range of target segments that can appreciate the product, content, or whatever else. Exploring these different targets includes any range of periphery methods, not to mention actual possibilities. What is vital, however, is a full explanation as to why the target is pertinent.

Methodology and Conditions

The logical extension, research proposals must detail methodology. Include practices and conditions, study types, analysis standards, and other crucial aspects. Make sure extrapolation focuses on the actual methodology, however. Pragmatic intricacies can be glossed over, but that really depends on the reader. Researchers will typically want to know about the whole process, while management typically focuses on efficacy and ROI.

Discuss.io can offer deliverables within 48 hours, the fastest in the industry. Establishing a clear timeline  is still critical though. Product and content dev teams typically need to keep informed. A common timeline really encourages such cohesion, not mention also keeps MR better aware as to the product or content’s direction. Along with setting a schedule, timelines also helps inform team members of their objectives and schedule. Such a cohesive view both informs researchers as reminds them of the importance of each task.

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Market Research Proposal Template

Use this template to create a proposal for a market research study.

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• Skills required: Proposal writing

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How To Write Market Research Proposal: Tips and Best Practices

Entrepreneurs and companies need to get critical information about their industry or specific market landscape to help ensure their business becomes a success.

This is where market research plays a role. But to be effective, proper steps must be outlined through a market research proposal.

If you’re a business owner or a marketer, you must learn how to write a market research proposal correctly . So here’s a handy step-by-step guide on how to do just that. Plus, we’ll throw in a free template to help you get started.

Table of Contents

How To Write a Market Research Proposal

When drafting a market research proposal , you can adopt various styles depending on the industry or business. But to put forth a more organized proposal, it helps to adhere to proven structures and follow these steps.

1. Start with an overview

It’s always wise to open with an overview to give the readers of the proposal a general idea of what the market research is all about, as well as set their expectations. If you don’t want to use the term overview, you can also go with an executive summary or an introduction.

You can do a simple overview consisting of one to three paragraphs. Or if the situation calls for it, you can also present your executive summary with supporting information that may include any or all of the following:

• Definition of terms. List the terms that will be used in the market research proposal. Make sure to define them properly.
• Market conditions. Give an overall picture of the current market conditions. Explain the industry’s state and the competition level, as well as mention relevant economic or even political factors.
• Strengths, weaknesses, opportunities, and threats (SWOT) analysis. You can also present market conditions through a SWOT diagram, which summarizes everything neatly.
• Feasibility. If you want to cut to the chase, state the overall feasibility. You can also consider including the potential ROI (return on investment ).

2. Define the objectives

When writing a market research proposal, define the project’s goals as clearly as possible. You can begin with a larger, encompassing objective and then break it up with its corresponding parts. 

If you are dealing with multiple goals, make sure to explain how each separate objective relates to or affects one another.

Remember that clearly defined goals will guide the execution of the market research project – from the budget to the types of surveys or questions you will use.

3. Outline the execution

Market research can be accomplished in various ways, but there needs to be a clear plan for executing it.

Outline your methodology and approach to getting the information you need. As far as methods are concerned, you can choose from options like organizing focus groups, deploying online surveys, or holding interviews over the phone or face-to-face.

You should also consider if your approach is multi-faceted. Will the surveys be done once or through a series of batches? Will you follow up on the first wave of interviews with email surveys? 

Never forget to include the rationale for choosing your methodology. Factors to remember include costs, logistics, and timeline.

4. Explain how the results will be analyzed and reported

Market research proposal creation would be incomplete without including the mechanics for analyzing and reporting the results.

You must present a concrete plan for how the market research data will be collected and safely stored. 

Next on your list is to explain how the data will be analyzed. Of course, what comes after is the reporting part. It’s more than just presenting the facts. You should also include your interpretations and, more importantly, your recommendations.

5. Discuss the timeline, costs, and conditions

Market research takes time and isn’t free. So, you’ll need to define your timeline and expected costs clearly.

It’s also important to tackle the terms and conditions of the market research project. The more transparent you are, the more you can prevent misunderstandings in the future.

Download the Market Research Proposal Template

When drafting a market research proposal, you can accomplish things faster using a reliable template. 

Sign up now for a free account at Fill to get a market research proposal template. It’s just one of several templates that we offer for free.

Market Research Proposal

Common Mistakes to Avoid When Writing a Market Research Proposal

It’s not enough to know how to draft a market research proposal. You also have to be aware of common mistakes people commit when preparing these proposals.

• Lack of details. When you already know how to create market research proposals, you use certain structures and templates repeatedly. But sometimes, you forget to add elements that make your proposal look legit instead of being an apparent copy of another.
• There is not enough review and fact-checking. We’re not talking about simple spelling and grammar errors. We’re referring to the information you included in your market research proposal. Are they up-to-date? Are the sources considered trustworthy?
• There is too much hype. Be careful not to get caught up in the excitement of your proposal. Remember that you are dealing with business people. Be realistic and be clear about the goals. The last thing you need is to promise something you can’t deliver.
• Disorganized presentation. You can follow a decent structure when writing your market research proposal. But if you don’t organize the information you present in each section, you will you’re lose your reader’s interest.
• Underestimating visuals and diagrams. Yes, it’s showing real data is important, but you can be more persuasive by strategically using visuals, graphs, charts, and tables in your proposal. 

Using Fill to Create Your Market Research Proposal

Now that you know how to write a market research proposal, it’s time to put your learnings into practice immediately.

Create an account at Fill and grab a free market research proposal template today.

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Free Market Research Proposal Template That Wins Clients

Do you want a completely editable market research proposal template that brought more than $133 million in sales to companies worldwide in 2023 alone? Add, delete, or change sections as you see fit, make it your own, and improve your market outreach fast and easy.

A look at everything in this Market Research Proposal Template

Stunning cover.

The first thing your client sees when your proposal shows up in their inbox is a nicely designed cover. As a business owner, you understand how hard it is to gain the client's attention, so the goal is to start the proposal with an attention-grabbing image.

You can change everything, from the text, logo, and background image to make it a better fit for your needs.

Pre-written introduction section

There is no better way to explain your market research plan to your potential clients than with our pre-written introduction section. It consists of a meeting summary, proposed research that includes everything from social media to focus groups, and a structured breakdown of your services. You just need to add a few client specifics and that's it.

Like everything else in this sample proposal, it's 100% editable - the colors, the text, images, layout - everything.

Processes and timelines

Explaining to the client the structure of each of the market research methodologies you are going to use can be difficult. You want to give enough detail about your data collection methods and how you generally conduct market research but not so much it seems overwhelming.

Fortunately, we created a plan of action already sectioned to fit the amount of information needed to design a perfect proposal. Just make a few adjustments to suit your exact process.

Case study example

A client success story is a powerful tool in convincing your clients to close the deal. It gives you the perfect opportunity to show them that you understand their goals and objectives and have a way to make them come true. In this market research proposal template, we've set out an example case study.

All you need to do is replace our example with one of yours and use the structure we've used.

No matter if your pricing strategy includes charging hourly, monthly, or optional up-sell services, like special images and videos, you can do it all with this automatically calculated pricing table. The final steps are simple - just enter your numbers and a short description, and both your market research proposal and quotes are ready for your client's eyes.

Next steps with digital signing

Any business will eventually be tested in handling increased customer traffic. Lessen the strain of paperwork by choosing a digital signature over traditional mail. The 'Next steps' tab will allow you to explain your process after signing and offer a line for the customer to give their electronic consent.

Our digital signatures are legal and compliant. When your client signs, you can see their digital signature certificate in your Better Proposals account.

Pre-written contract

Whether you're just starting a company or you're a seasoned professional, Terms and Conditions will probably slip your mind when you're discussing some new market research projects. To ensure your business is still protected, we have added fully customizable T&Cs at the end of this template.

Take payments from your clients

Getting paid - it's the hardest thing to do in business. The sooner and the easier you can get that money in your account, the better.

Using our integrations with Stripe, PayPal, and GoCardless, you can take a payment from your client the moment they sign your proposal.

Don't take just our word for it

Here is what some of our 10,000 users across the globe have to say

Sara K. CEO & Founder

Shade O. Business Owner

Brent R. Marketing and Advertising

150+ other free proposal templates just like these are also available inside Better Proposals

Brand identity design and logo design proposals need to be visually appealing, explaining how you’ll stick to brand design guidelines and the benefits of modern design to potential customers. You can do all that with our free brand design proposal.

As a marketer, you're probably great at branding yourself, and you want your marketing proposal to speak for you. This marketing services proposal has all the elements you’ll need, including a compelling social proof section.

If you’re building responsive websites that look great on all screen sizes, you’ll need a proposal that follows those exact rules. Use our responsive web design proposal to win over new clients.

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Market Research Proposal Template To Close Deals

Companies that conduct market research and analysis can use our sample marketing research proposal template as an example of how to write a market research proposal, and as a guide when preparing survey proposals, data collection proposals, or business research.

This template allows you to explain your methodology for gaining qualitative and quantitative research, and provides a section to break down your research timeline into phases. It also includes a statement of work section to clarify what the customer will receive from the research, along with a detailed contract

All Proposify proposal templates are 100% customizable.

Executive Coaching Proposal Template

Companies preparing proposals coaching services can use this executive coaching proposal template when pitching their services to potential clients.

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The perfect pitch guide for marketing agencies offering pay-per-click (PPC) advertising services like search engine marketing (SEM) and Google Adwords.

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Drag & drop library sections

Managing proposals is a breeze in Proposify. Save all your case studies, fees, images and team bios all in one central library.

Tag them, search them and drop them into your layout. Proposals just got... dare we say... fun?

Online previews & signatures

No more emailing big PDFs, printing and shipping proposals or faxing back signatures (ugh). Your client gets a branded, interactive proposal they can sign off electronically. No need for extra software or logins. Oh, and we tell you as soon as your client opens it.

Track everything

Keep a pulse on your the sales pipeline of your agency. Proposify lets you know your close rate, which sections of your proposals get viewed and for how long, and all kinds of insight into what goes into your most successful proposals so you can sell smarter.

Sync up your other apps

Proposals are just one part of your agency sales process. We tie together your other software, so you can import contacts from your CRM, auto create deals and generate invoices in your accounting software. We are regularly adding new integrations.

Customer Support to the Rescue

We understand that when you’ve got questions, especially when you’re on a tight proposal deadline, you NEED answers. Our customer happiness specialists are at the ready, armed with friendly, helpful, timely support by email or online messaging. We’re here to help, regardless of which you plan you’re on or if you’re just taking us for a test drive.

We Keep Your Data Safe and Private

When it comes to protecting your private information, we’ve got it locked down tighter than Alcatraz. We partner with Amazon Web Services, use 128-bit SSL encryption, and create daily backups. And we never, EVER disclose any data to third-parties without your permission. Rest easy, nothing’s getting out of here alive.

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How to Write a Winning Market Research Proposal

The current pandemic may have curbed our travel, but that doesn’t mean we don’t all still know the value of having good maps and a suggested itinerary. Indeed, a solid plan of action makes any endeavor — whether it be a fun-filled vacation, an educational goal, or a professional enterprise — more focused, less stressful, and, thus, more effective. It doesn’t matter if life interrupts our plans (“Hello, COVID-19!”); in fact, interruptions are a given, but we still know that good plans prepare us for whatever lies ahead. They help us to define our priorities and clarify our needs so that we can better manage our resources. The result: we are better prepared to handle uncertainties and more formidable and more productive in whatever we choose to do.

For businesses, good plans are based on good research. More than good products and services, good information sets profitable companies apart from their competition, allowing them to prepare for — and plan for — success. This is why market research proposals are so important. A market research proposal is a document a company uses to map out its future. It unites company stakeholders in joint discovery of information so that everyone knows who and what really matters. In short, a market research proposal outlines the specifics of an information-gathering project. This is how to write a winning one:

Keep It Brief

A market research proposal is sometimes called a “market research brief” because it's just that: brief. It should also be clearly written with no unusual acronyms or industry jargon and only the necessary points to underscore the overall research objective (as well as how it will be addressed) highlighted.

Include a Company Overview

The beginning of the proposal should include a short overview of the company, including such details as its mission and vision statements; market performance history; industry facts, figures, and trends; competitor data points and any other past research findings that shed light on the issue(s) at hand and why further research is needed.

Clearly Define the Objective

The research objective is the most important part of the proposal, as it clearly outlines the information a company needs, and, thus, defines the overall goal of the project. It’s basically the question a company wants to be answered and needs to be specific and measurable (but not necessarily quantitative) with the desired outcome.

Explain the Research Methodology

Of course, a market research proposal should also include a section explaining how the information to address the research objective will be obtained. Details about data collection (including the definition of the target audience, sample selection criteria, and proposed methodology) need to be clarified (since specific demographic, technological, economic, political, and even environmental concerns inevitably impact research outcomes) and should be evident with reasons for their use thoroughly transparent.

List Expected Outcomes

Finally, a good market research proposal needs to include a list of expected outcomes. An estimation of budget concerns, as well as a timeline for specific research milestones and project completion, should be listed here, along with an overview of projected deliverables to be anticipated. This helps both company executives and researchers to remain focused and on point.

Ready to Learn More?

A winning market research proposal isn’t just the one that seals the deal on a research project. It’s the one that provides actionable insights for companies and researchers alike. Following a determined set of standards, a winning market research proposal has the potential to garner data that can be used to inform better business decisions. Our team at Research America has the expertise needed to craft winning market research proposals that yield meaningful results for all involved. Please contact us to learn more.

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Marketing Proposal Examples That Seal the Deal (+Templates)

Learn how to write a marketing proposal to outshine the rest with our guide. Dive into engaging examples and access versatile templates that make an impact.

9 minute read

helped business professionals at:

Short answer

What to include in a marketing proposal?

11 crucial sections of a marketing proposal:

• Introduction and overview
• Market context and challenges
• Target audience segmentation
• Key objectives and goals
• Strategic approach
• Tactical game plan
• Budget and financial planning
• Implementation timeline and milestones
• Performance metrics and KPIs
• Review and optimization strategy
• Conclusion and next steps

If your marketing proposal doesn’t stand out, it’s game over

You've invested hours into understanding your client's world—identifying their challenges, dreaming up solutions, and tailoring your approach. Now, it's time to present your marketing proposal, the moment where all your efforts should pay off.

But here's a challenge: if your proposal doesn't stand out, it will disappear in a pile of documents. Imagine all that hard work not even getting a second glance because your proposal looks and sounds like everyone else's.

Don’t worry, though, I’ve got you covered. I’m going to show you how to write a marketing proposal that makes the client sit up and think, "This is the one."

I’ll also show you successful marketing proposal examples that are usable as templates, so you can get started right away.

Let’s go!

What does a marketing proposal look like?

Traditionally, marketing proposals have taken the form of static, text-heavy decks, often created in PowerPoint (PPT) or saved as PDFs.

While this method has been the standard for years, it's becoming increasingly clear that it doesn't quite cut it anymore. Static proposals don't allow for easy customization or updates, and most critically, they fail to engage the reader.

Interactive proposals are a modern alternative that's changing the game. They can include elements like clickable tabs, embedded videos, or even interactive ROI calculators that clients can adjust to see different service scenarios.

This level of interactivity makes the proposal more engaging and allows for a level of personalization that static documents simply can't match.

Here's the difference between a static PDF and a modern proposal:

Static PDF marketing proposal

This is what eveybody uses. Using this approach will keep you looking like all the rest.

Interactive marketing proposal

This is what leading teams use to stand out, demostrate value, and eat their competitors' lunch.

Marketing proposal examples that win over clients

A proposal is more than just a pitch—it's your chance to tell a story that resonates and paint a picture of the future that your client can't wait to step into.

The best marketing proposals do more than suggest solutions—they build trust and excitement for what's possible.

In this section, we’ll look at examples of marketing proposals that manage to do exactly this, raising the standard for what it means to truly engage and captivate your clients.

Marketing consulting proposal

This marketing proposal is a great example of how blending in-depth analysis with targeted, innovative solutions can create a compelling narrative that not only meets client expectations but sets the stage for unprecedented success.

What makes this marketing proposal great:

Focus on efficiency and growth: It addresses critical pain points like process inefficiencies and scalability, offering solutions that promise improvement and transformation.

Customized strategy: The proposal shines in its ability to tailor solutions, demonstrating a deep understanding of the business landscape and client needs.

Clear implementation roadmap: With a step-by-step plan, from analysis to delivery, it reassures clients with clarity and precision, promising a partnership that leads to tangible results.

Digital marketing proposal for e-commerce website

This digital marketing proposal shows how a data-driven approach can address the specific needs of an e-commerce website, offering a clear strategy for growth and a stronger digital presence.

Targeted strategy for e-commerce: It goes beyond generic solutions, offering strategies specifically designed for the e-commerce context, focusing on increasing online conversion rates, social media engagement, and brand awareness.

Measurable approach: The proposal outlines clear objectives, such as boosting online conversion rates by 15% and expanding brand awareness to reach 3,000 unique users monthly, with a robust system for tracking results.

Detailed roadmap with timelines: It provides a month-by-month breakdown of activities, from discovery and planning to implementation and optimization, ensuring a clear path forward and setting expectations for both parties.

Digital marketing project proposal

This proposal presents a nuanced approach to digital marketing, focusing on enhancing online visibility, improving engagement and conversion rates, and carving out a competitive position in the market.

Efficient navigation: The proposal smartly includes an average reading time on the cover, setting expectations and respecting the reader's time from the outset.

Clear data visualization: It incorporates data visualization components, making complex information easy to digest and engaging, which helps in quickly grasping the proposed strategies and expected outcomes.

Expandable text sections: For those looking for deeper insights, expandable text sections allow for a deeper dive without overwhelming the main view, ensuring the proposal remains sleek and focused.

Digital marketing lead generation proposal

This proposal outlines a targeted strategy for boosting lead generation within the digital landscape, focusing on optimizing the customer journey from initial engagement to final conversion.

Client snapshot slide: A dedicated slide provides a snapshot of the client's current challenges and targets, offering a concise overview that sets the stage for the proposed solutions.

The option to personalize at scale: The proposal uses dynamic variables, allowing for personalization at scale. This approach ensures that the proposal feels tailored to each recipient, enhancing its relevance and impact.

Segmented success stories: Success stories are organized in tabs, which allows clients to explore relevant examples of past successes without overwhelming them with information.

Digital marketing company proposal

This digital marketing company proposal is crafted to showcase a strategic partnership approach.

It outlines a clear, actionable strategy aimed at overcoming common digital marketing challenges, such as improving online visibility, increasing engagement and conversion rates, and establishing a competitive edge in the market.

Strategic use of grayed-out content: The proposal uses grayed-out content to strategically direct attention to key areas, ensuring that the reader's focus is drawn to the most important information without distractions.

Narrator slide for timeline: A narrator slide provides a clear, visual representation of the project's phases. This approach makes it easy for clients to understand the project's flow and key milestones.

Clear pricing summary slide: It features a transparent pricing summary slide, providing clients with a clear understanding of the investment required and the value it brings, facilitating decision-making.

Digital marketing agency proposal

This proposal is designed to meet the digital marketing needs of businesses in a way that is engaging, brand-consistent, and informed by real-time data, setting the stage for a successful partnership.

Branding extraction: It features an option to extract branding elements from the client's website, ensuring the proposal is a seamless extension of the client's digital identity.

Calendar embedding: The deck simplifies the scheduling process by embedding a calendar within the proposal, making it easier for clients to book meetings.

Analytics panel access: It comes with access to an analytics dashboard, offering insights into how the proposal is being interacted with, which allows for real-time adjustments and a deeper understanding of audience engagement.

Social media marketing proposal

In this social media marketing proposal, innovative features take center stage, transforming a standard pitch into an interactive journey. It's about showcasing your social media marketing agency’s capabilities in a way that's as dynamic as the social media landscape itself.

Logo customization features: This proposal introduces logo customization tools, including placeholders and a feature to extract logos directly from websites. This ensures seamless branding integration throughout the document.

Intuitive design: Every added element, from images to text blocks, automatically adjusts to fit the proposal's layout. This means you don't have to worry about disrupting the overall aesthetic.

Multimedia embedding capabilities: The option to embed external videos or links directly into the proposal enhances its interactivity.

Simple marketing proposal

This marketing proposal demonstrates a deep understanding of marketing strategy and showcases a commitment to leveraging technology for enhanced client engagement and measurable results.

Media integration: The proposal comes with multiple image and video placeholders, allowing for a rich, multimedia presentation that can be customized to reflect the client's brand and message effectively.

Interactive ROI calculator: The option to add an interactive ROI calculator enables potential clients to visualize the tangible benefits of the proposed strategies, making the value proposition clear and compelling.

Direct Call-to-Action: The option to include an accept button directly within the proposal facilitates a seamless transition from proposal review to project initiation.

Professional marketing proposal

This marketing proposal combines a deep understanding of the digital marketing landscape with innovative solutions to propel businesses forward, focusing on increasing online visibility, engagement, and competitive positioning.

Scroll-based design: The proposal uses a scroll-based design, allowing for a seamless reading experience. This modern approach facilitates engagement by guiding the reader through the proposal in a natural, intuitive manner.

Easy personalization: Tailoring the proposal for each prospect is straightforward, thanks to easy personalization features.

Smart control measures: The proposal includes options for smart control measures like expiry dates or password protection. These features secure the proposal and create a sense of urgency, encouraging prompt responses.

Strategic marketing proposal

This marketing proposal outlines a detailed plan for enhancing online presence, driving engagement, and securing a competitive edge, all while leveraging the latest in digital marketing strategies and technologies.

AI-assisted content creation: An AI assistant is integrated to help with text and image creation. This ensures that the proposal resonates with the target audience by generating relevant and engaging content.

Inclusion of real-time data: The proposal stands out by offering the option to include real-time data, providing potential clients with up-to-date information and insights.

Editable after sending: The ability to edit the deck after it has been sent, without the need to resend it, ensures that the proposal remains current and aligned with evolving client needs or feedback.

Modern marketing proposal

This modern marketing proposal is designed to serve as a dynamic tool for businesses seeking to elevate their marketing efforts.

It combines a strategic approach with cutting-edge features, aiming to present a comprehensive marketing strategy and engage potential clients through an interactive and visually appealing format.

Data visualization components: The proposal incorporates advanced data visualization tools. This approach helps to clearly communicate the strategy's potential impact and expected outcomes.

Expandable text sections: An expandable text section for terms and conditions ensures that the proposal remains concise without sacrificing the detail necessary for legal clarity.

Option to add an accept button: Including an accept button directly within the proposal makes it easier for clients to commit and signifies a forward-thinking approach to closing deals efficiently.

Dark digital marketing proposal

This marketing proposal is designed with the end user in mind, ensuring that every element, from content organization to design responsiveness, aligns with the modern expectations of businesses looking to thrive online.

Intuitive editor: The editor is both intuitive and user-friendly, making it easy for the creators to customize and refine the content without needing specialized design skills.

Responsive design: With a responsive design, the proposal guarantees an optimal viewing experience across all devices.

Content segmented in tabs: You can organize content into tabs, which helps in presenting a large amount of information in a structured manner and enables readers to quickly find the sections most relevant to them without feeling overwhelmed.

Vibrant marketing proposal

This marketing proposal is a visually engaging document designed to outline a dynamic digital marketing strategy.

It's structured to present a compelling narrative of services and successes, reflecting the creativity and effectiveness potential clients can expect from their services.

Running numbers to highlight achievements: The proposal cleverly uses running numbers to showcase the agency's biggest achievements, providing a quick, impactful glance at success metrics that immediately convey value and capability.

The option to embed external media: Incorporating the option to embed and play videos directly within the proposal elevates the presentation, allowing for a richer storytelling experience.

Multiple smart CTAs: The inclusion of various smart call-to-action (CTA) buttons facilitates the next steps in the decision-making process.

Marketing partnership proposal

This marketing proposal is designed with the dual aim of showcasing the agency's innovative approach to marketing while also providing potential partners with a clear, customizable pathway to achieving their goals.

Pricing packages slide: The proposal includes a detailed slide dedicated to pricing packages. This transparency allows potential partners to easily understand the investment required and the value provided at each level of engagement.

Option to embed clickable links: By embedding links to case studies, you can add real-world examples of success to provide potential partners with a deeper understanding of the agency's capabilities and achievements.

CRM integration: A standout feature of this proposal is its ability to integrate with your CRM and pull client data to personalize content at scale.

How to write a marketing proposal that gets clients to act

Crafting a marketing proposal that truly resonates with your potential clients is about presenting a vision that aligns with your client's goals and challenges, offering them a clear path to success.

To navigate this process, we've distilled it into 9 essential steps, each designed to build upon the last, ensuring your proposal hits all the right notes from start to finish.

Research your clients: Dive deep to understand who they are and what makes their business tick.

Identify client needs: Pinpoint exactly what your client is looking for based on direct conversations and your research.

Set clear objectives: Define what success looks like with achievable, impactful goals.

Design your strategy & tactics: Map out how you plan to meet these objectives with a comprehensive strategy and detailed tactics.

Outline expected outcomes & KPIs: Be clear about what results you're aiming for and how you'll measure success.

Establish a timeline: Provide a realistic timeline that outlines when each key milestone will be achieved.

Detail costs & terms: Lay out your pricing and the terms of your service in a transparent way.

Craft the marketing proposal: Bring everything together into a compelling narrative that sells your vision.

Leverage an interactive marketing proposal template: Use an interactive proposal creator to turn your deck into an engaging experience that drives results.

For a deeper dive into each of these steps, check out our detailed guide on how to create a marketing proposal .

How to design a marketing proposal

With the right design elements, your proposal can stand out in a crowded field, making a compelling case for why your services are the best fit for the client's needs. Here are some expert tips on how to achieve that.

1) Use scroll-based design

Scroll-based design leverages the natural action of scrolling to engage readers and guide them through your proposal in a narrative fashion.

This approach allows for storytelling, where each scroll reveals a new piece of information or a different aspect of your proposal.

To implement this effectively, structure your content in sections that logically flow from one to the next, using visuals and headings to break up text and maintain interest.

Here's an example of scroll-based design:

2) Ensure responsive design

In today's mobile-first world, your digital marketing proposal must look great and function flawlessly across all devices.

Responsive design automatically adjusts the layout and content to fit the screen size on which it's being viewed, ensuring a seamless experience for the reader.

Here's an example of a mobile-responsive deck:

3) Personalize the proposal

Personalization can significantly increase the relevance and impact of your proposal. By integrating with your CRM and utilizing dynamic variables, you can tailor each proposal to the specific client the same way you would an email newsletter .

Mention the client's name, reference past interactions, and highlight solutions tailored to their unique challenges and goals.

This approach shows that you're not just offering a one-size-fits-all solution but a bespoke strategy designed to meet their specific needs.

Here's how you can easily personalize your proposal with Storydoc:

4) Maintain consistent branding

Your proposal should be an extension of your brand, featuring consistent use of your logos, color scheme, and typography.

Use a proposal creator that can extract branding elements and logos from a website URL. This can help ensure that your proposal aligns with your online presence, reinforcing brand recognition and trust.

You can also treat it as an extension of personalization, using your client’s logo, colors, and fonts.

This level of personalization shows that you view the relationship as a true collaboration, potentially increasing their engagement and investment in the proposal.

Here's an example of a branded deck:

5) Add interactive elements

Interactive elements such as ROI calculators, embedded videos, clickable links, and expandable pricing tables engage the reader and provide a dynamic reading experience.

These features not only make your digital marketing proposal more engaging but also help convey complex information in an accessible and user-friendly manner.

For example, an interactive ROI calculator allows clients to input their own data and see potential returns, making the benefits of your service tangible.

Here's what an interactive deck looks like:

6) Include a clear pricing slide

Daniel Pink once said, "To sell well is to convince someone else to part with resources -- not to deprive that person, but to leave him better off in the end." This idea is at the heart of creating a marketing proposal that truly resonates.

Include a clear pricing slide that breaks down your costs, what's included in each package, and importantly, what isn't.

It's also important to articulate the value you bring to the table. Don't assume clients will automatically understand the amount of effort, creativity, and strategy that goes into their campaign.

Take the time to explain the process, the rationale behind your strategies, and how each element of your proposal is designed to achieve their goals.

Here's a great video explaining how to price your marketing services:

7) Design for conversion

Ultimately, your proposal should drive action. Including a clear and prominent ‘Accept’ button reduces friction and can significantly shorten the deal-closing time.

This call-to-action should be positioned in a strategic location within the proposal, ideally after you've presented your value proposition and just before the conclusion.

Make it as easy as possible for the client to say "yes" by streamlining the acceptance process.

Here's an example of a deck with an 'Accept' button:

Interactive marketing proposal templates

Crafting a marketing proposal from the ground up can be an overwhelming challenge, especially when the success of your pitch hinges on this one document. It's a task that requires marketing savvy, but also a flair for design.

Marketing proposal templates come pre-designed with interactive elements, such as clickable links, dynamic pricing tables, and an ‘Accept’ button, allowing you to focus on tailoring the content to your client's specific needs and objectives.

This streamlines the proposal creation process and ensures a high level of professionalism that might be hard to achieve when starting from a blank page.

Hi, I'm Dominika, Content Specialist at Storydoc. As a creative professional with experience in fashion, I'm here to show you how to amplify your brand message through the power of storytelling and eye-catching visuals.

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How to Write Effective Marketing Research Proposals

Table of Contents

Are you struggling to write effective marketing research proposals that will leave a lasting impression? Are you unsure how to structure your ideas and approach in a way that resonates with clients?

If so, then this article is for you! Here, we’ll provide step-by-step guidance on  how to write marketing research proposal templates that get results.

We’ll also explore key tips used to create winning bids. Whether you’re an experienced market researcher or starting out, these tips will help you produce convincing proposals that deliver excellent outcomes.

What is a Marketing Research Proposal?

Market research proposals are documents that sell your services to potential clients. It aims to educate them about what they can accomplish by hiring you to complete their projects or research .

It typically outlines the research project’s objectives, methods, costs, timeline, and expected results.

Key Elements of Marketing Research Proposal

A summary outlines the purpose and objectives of the proposed marketing research project. It should provide an overview of what will be investigated, as well as how this knowledge can benefit the organization.

This section lists what information needs to be gathered from the research study and why it is needed. These should focus on gaining insight into customer behaviour, attitudes, or preferences that can help inform decisions made by the company.

Targets refer to the target audience who will participate in the research. This includes criteria like age group, gender, profession, and other demographic characteristics relevant to the topic being studied.

Methodology

The methodology defines the methods and techniques used to collect data during the research process. This may involve interviews, surveys, focus groups, field experiments, and so on, depending on the study’s scope.

A timeline provides a realistic schedule for carrying out the project. It should identify when each phase begins and ends while addressing potential roadblocks or delays.

Proposed Budget

A proposed budget outlines the estimated costs of conducting the research study. This ensures sufficient resources are available to cover all expenses for successfully carrying out the project.

How to Write Marketing Research Proposal Templates

Get to know the client..

You might already have written audience personas available that can help you shape your proposal’s tone, language, plan, or other components. If not, it’s best to start researching the client’s target audience, industry, products/services, keywords or topics, and other relevant details.

It also helps to ask about the client’s pain points so you can better address them.

Knowing their main pain points gives you an idea of how to market your products or services as the best solution for their problems. Consider how your experience, expertise, and background can benefit them.

List the scope of work.

Include a scope of work section in your marketing proposal , which describes all the services you plan to provide the client. It should fulfill marketing tasks that clients do not have enough time or resources to accomplish.

For example, the Scope of Work for a social media marketing proposal may outline the following tasks:

• Creating a content calendar
• Uploading or automating posts
• Analyzing social metrics.

Provide timelines for deliverables.

Based on the scope of work outlined, provide estimated time frames for each deliverable associated with the project. This will help keep track of progress throughout its development and establish expectations between both parties involved.

Include costs and terms.

Include a cost breakdown in your proposal and any applicable terms or conditions. Explain what they are paying for and how much they will be charged, so there are no misunderstandings later down the line. This section can include the following:

• Pay rate (by milestone, week, and so on.) or pricing strategy (flat or hourly rate)
• Payment requirements (deposit required before project start, full payment due upon completion, and so on)
• Work location (on-site or remote)
• Any warranties you may provide
• Situations that warrant the termination of a contract

Show how you plan to measure results.

Demonstrate how you plan to measure the effectiveness of the research once it has been completed. Present strategies for tracking key performance indicators such as response rates, ROI, sales numbers, and so on. This will make potential clients more confident that you know what you’re doing.

A well-constructed, persuasive marketing research proposal is essential to attracting and acquiring new clients. It should provide relevant details about your research goals and highlight what clients can gain from working with you.

With the help of these steps on how to write marketing research proposal , you should have no trouble getting started. Now get out there and start putting together those winning research proposals!

Abir Ghenaiet

Abir is a data analyst and researcher. Among her interests are artificial intelligence, machine learning, and natural language processing. As a humanitarian and educator, she actively supports women in tech and promotes diversity.

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Blog Business 5 Marketing Proposal Examples to Elevate your Business

5 Marketing Proposal Examples to Elevate your Business

Written by: Tobi Ojenike Aug 10, 2023

Marketing proposals have become an essential tool for success in today’s competitive business environment. As a business, there are various marketing proposal examples that you can look at, learn from and use to build yours.

Creating persuasive marketing proposals goes beyond a sales pitch. They show you understand the client’s goals and can deliver results.

But writing them can be tricky! You need to stand out, be relevant and stay professional. Trust me, I’ve been there – and my secret weapon? Venngage’s marketing proposal templates ! They take the guesswork out of the process, so you can focus on crafting a proposal that screams “we’re the perfect team for you!”

Click to jump ahead:

• A well thought out, well-designed marketing proposal should be

5 Marketing proposal examples

What should a marketing proposal include, what are the common mistakes to avoid in a marketing proposal, marketing proposal examples faqs, how to create a marketing proposal with venngage in 6 steps, a well thought out, well-designed marketing proposal should be:.

A carefully considered and well-designed project proposal explains your strategy, solutions and how they meet the client’s goals (basically, everything you need to win them over). A winning marketing proposal should be: 

• Comprehensive
• Data driven
• Clear and concise

Now that you have an understanding of what a marketing proposal is and what it should have, let us dive into the different examples of marketing proposals.

Want to write winning marketing proposals? See how it’s done in the examples below that are packed with creative tactics to land your next client.

1. Digital marketing proposal example

A digital marketing proposal is a strategic, in-depth document that lays out a thorough strategy to improve an organization’s online presence, engage its intended target market and spur commercial growth. 

Using methods such as search engine optimization (SEO), content marketing, social media management, pay-per-click (PPC) advertising, email campaigns and website user experience improvements, this kind of proposal serves as a  marketing road map  to demonstrate the marketer’s skills. It emphasizes quantifiable goals, financial allotment, a schedule and key performance indicators (KPIs) to assess the effectiveness of the suggested digital marketing campaign. 

For example, this proposal attempts to capture potential clients and forge fruitful collaborations by putting a strong emphasis on customized solutions. This marketing proposal example is great for small businesses.

Planning an offline marketing event instead? These event proposal templates might come in handy.

2. Social media campaign proposal example

A social media campaign proposal is a compelling document that is skillfully written and lays out a thorough strategy for utilizing social media platforms to accomplish particular marketing goals. 

A social media campaign proposal often includes strategies, content suggestions and advertising techniques. The proposal demonstrates the marketer’s talent for creating effective social media campaigns with an emphasis on raising brand awareness, increasing website traffic and encouraging meaningful interactions. 

This proposal intends to attract potential clients and win their support with data-driven insights and quantifiable KPIs. Here are some examples of a social media campaign proposal that you could use:

Pitching for your next brand management client? Craft winning proposals with our brand management proposal templates . They easily showcase your understanding, strategies and the impact you’ll deliver.

3. Website design proposal example

A website design proposal is a carefully produced document that outlines a detailed strategy for developing or redesigning a website in line with the client’s brand identity and corporate goals. 

This proposal demonstrates the web designer’s proficiency in technical implementation, visual design and user experience (UX) to produce a smooth and visually appealing online platform. It provides details on the project’s scope, schedule, deliverables and budget as well as insights into the design process and overall strategy.

Take a look at our carefully curated template as a creative compass:

A strong graphic design proposal highlights the value the designer brings to the client’s business while showcasing the designer’s expertise and creativity. You can also consider showcasing a portfolio of relevant past work and testimonials to build trust and confidence. Envision the stunning graphics you can create by taking a cue from this template:

5. Influencer marketing proposal example

An influencer marketing proposal is a document created by marketing agencies to pitch collaboration opportunities to brands or businesses. This proposal outlines the campaign’s goals, target market, proposed influencers, content suggestions and anticipated results.

The proposal aims to demonstrate the influencer’s suitability for promoting the brand’s products or services and outlines the terms of the partnership, such as compensation, timeline and key performance indicators (KPIs) to measure the campaign’s success. 

The goal of the influencer marketing proposal is to persuade potential customers of the efficiency of influencer collaborations in increasing brand visibility and fostering engagement with their target audience. 

With the help of our hand-picked collection of engaging influencer design proposal examples, you are off to a great start.

Ready to tackle more projects? Dive into our project proposal template library ! Find pre-built templates to jumpstart your next winning proposal.

Here’s a general outline of what a marketing proposal should include:

This is a brief of the main aspects of the plan. It highlights the information contained in the proposal and gives a quick look into some of the strategies, the complexities of the schedule, and the objectives that will indicate the project’s advancement. This summary provides your clients an understanding of what to expect from you and your team.

2. Objectives

The aims and objectives of the marketing campaign or project should be stated in clear terms. To show that you are aware of the client’s demands, align these goals with their company objectives. You should also understand that not clearly stating the objectives could lead to confusion and easily make tracking the progress of the project quite difficult.

3. Intended outcomes

Every effective marketing proposition is built around the idea of “intended outcomes.” These results are more than just objectives; they stand for the transformational changes that your client’s business will experience as a result of your proposed plans and activities. In this important section of the proposal, you should delve into the anticipated future and the advantages of your partnership for the development and success of your brand.

4. Define the target audience

Analyze the target audience of your intended clients to demonstrate your knowledge of this demographic. To show the applicability of your marketing strategy, include details on their demographics, behavior and preferences.

5. Market research

Here, you gather knowledge of consumer behavior, tastes, market trends, and the market environment. These findings are then used to generate marketing strategies and plans. Marketing research provides the data and insights needed to make informed decisions within your  marketing plan .

6. Approach

Describe a well-planned marketing strategy that combines online and offline approaches. Describe the thinking behind each tactic and how they complement one another to produce the intended outcomes.

7. Measurement and KPIs

Outline the key performance indicators (KPIs) that will be used to gauge the marketing campaign’s effectiveness. Display your plan for collecting data, analyzing it and using it to inform decisions.

8. Timeline and proposed budget

Give a thorough breakdown of the marketing campaign’s necessary budget as well as the estimated timetable for its completion. Building client trust through transparency in costs and delivery dates is beneficial.

9. Project team

This provides information on the qualifications and relevant experience of the marketing team or agency. It also highlights their strengths and weaknesses, previous achievements, their position in the company and the part they will play in the execution of the intended project.

10. Case studies and testimonials

Include pertinent references, case studies or illustrations of prior successful projects to highlight your experience and track record.

11. Terms and conditions

Invite the client to take the following steps, such as setting up a meeting or signing the agreement, by concluding the proposal with a clear call to action. Specify any terms, conditions or contractual arrangements related to the partnership.

An effective marketing proposal involves thorough planning and attention to detail. Here are some common mistakes to avoid in order to make sure your proposal stands out and stays clear of potential pitfalls:

Lack of individualization:  Using a generic or templated proposal without adjusting it to the client’s unique needs and objectives can come across as careless and disconnected. Personalize your proposal to show that you are aware of the client’s problems and how your proposed solutions will solve them.

Uncertainty in objectives:  Failure to establish precise, quantifiable objectives may cause uncertainty and a lack of concentration. Make sure your proposal contains clear objectives that the client can comprehend and assess.

Heavy focus on characteristics:  If you place too much attention on the characteristics of your services rather than the advantages and results for the client, your proposal may not be as appealing. Clients are interested in how your methods will address their issues and produce outcomes.

Ignoring the target audience : If you don’t clearly define how your tactics will appeal to the client’s target audience, your proposal’s relevance and impact will suffer.

Insufficient research:  Making recommendations without completing in-depth market research and data analysis can make your proposal seem unreliable. Based on sound research and insights, develop your strategies.

Uncertain time frame : Clients may be unsure of the project’s duration and scope if there isn’t a clear timeframe for the intended activities. The timetable and milestones should be clearly stated.

Neglecting proofreading:  is important since submitting a proposal that contains grammatical, typographical, or formatting issues tarnishes your professionalism and credibility. Always double-check your writing before submitting.

Can I use marketing proposal examples as-is for my own business?

While you can use marketing proposal examples as a reference and source of inspiration, it is essential to customize them to suit your specific business needs, goals, and target audience. A one-size-fits-all approach may not effectively address your unique requirements, so tailoring the proposal will ensure it aligns with your company’s objectives and maximizes its potential for success.

How long should a marketing proposal be?

The complexity of the project and the client’s particular requirements can affect the length of a marketing proposal. However, it’s typically advised to keep the proposal brief and concentrated. Without including any additional attachments or supporting documents, aim for a length of 5–10 pages.

How do I make my marketing proposal stand out?

Consider customizing your marketing proposal to the client’s particular requirements and objectives, and make it abundantly obvious how your marketing methods will alleviate the client’s problems and produce results. Use a  marketing proposal template  with charts, graphs and infographics to add visual appeal to the proposal and to demonstrate the knowledge and experience of your team in the field. Finally, present your proposal in a polished and visually appealing manner. Include case studies or testimonials from prior successful marketing efforts.

How do I format my marketing proposal?

Your marketing proposal should be presented in a polished, well-organized and visually appealing manner. To organize the material, think about utilizing headings and subheadings. Also, make sure to utilize a unified font and color design. Include visual components in the proposal, such as pictures, graphs and graphics to make it more interesting. 

Are marketing plans and marketing proposals the same?

In the context of marketing strategy, a marketing plan and a marketing proposal serve different functions. A marketing plan is a thorough internal strategy document that defines a company’s overall marketing strategy over a long period of time. A marketing proposal, on the other hand, is a client-focused document that gives a detailed plan and strategy for a specific project or campaign in order to secure a client’s business. As a business, you can  create a marketing plan  with strategies that will be covered more in depth in the business proposals that you make.

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Market Research Proposal

Executive Summary

Why [sender company], 1. in-house research, 2. panel expertise, 3. premium databases, 4. global coverage, 5. data visualization, our research approach, primary research, our primary research services, secondary research, ip research, social media listening & analytics.

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Market analysis, consumer research and insights, competitive intelligence, custom research, terms and conditions, 1. payment terms, 2. limitation of liability, 3. termination, 4. governing law, acceptance and signature, free market research proposal templates, this proposal template encompasses every possible details necessary for a market research proposal..

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Marketing Research Proposal

Before conducting market research, you will need to create a market research proposal that will include a brief overview of the study to be undertaken. Its purpose is to seek approval from the readers, such as the business leaders, to proceed, which makes it very crucial. Thus, you will need a very persuasive proposal that will focus on what they are expecting. However, you don’t have to worry! We have prepared a list of marketing research proposal templates and examples below, which you can use as your guide in creating a winning proposal.

10+ Marketing Research Proposal Templates & Examples – Google Docs, MS Word, Pages, Editable PDF

1. market research proposal template.

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Size: A4 & US Letter

As a researcher, you should know that in every three people in the world, one uses  social media . With that said, 80% of the users on Instagram follow business profiles. Thus, if you are aiming to get more questionnaire correspondents, you should consider using online polls for specific questions concerning marketing to social media platforms. Get started and create your market research proposal with our easily editable  Market Research Proposal  Template .

2. Marketing Research Proposal Template

One of the factors that you have to consider when creating a market research proposal is the cost of conducting the entire study. Business leaders may want to know the estimated budget required to complete the research. It will help them decide if the survey is worth pursuing. That is why it is necessary to include it in your proposal. With our  Market Research Proposal Template,  you can create a clear  research grant budget  that you can include in your project.

3. Marketing Research Proposal Template

Size: A4, US

When writing a market research proposal , you should state the purpose of your study. For example, the reason you are conducting research is due to the dropping sales of the business you are serving. The purpose of the study may be to determine the cause of low sales and to find ways to increase the company’s sales. With that said, you may try out the  Marketing Research Proposal Template  (shown above) that you can use to create your market research proposal. This template comes with a masterfully designed layout and contents which you can fully customize to create a project with a precise purpose.

4. Market Research Proposal Template

The proceeds of the global  market research industry have been increasing year by year since 2009, where it experienced a slight plunge. Thus, if you are running a market research business, your company has the chance to grow big. Don’t miss the opportunity of your company’s chance of prosperity. Create a market research proposal for your prospected clients with our  Market Research Proposal Template . You can download this template in all file formats, so it will be easy for you to customize its contents.

5. Marketing Research Proposal for a Business to Business Model

Did you know that the 2018 business-to-business( BToB ) e-commerce sales exceeded the $954 billion forecast for the year? The total BToB e-commerce sales in the US reached up to $9 trillion. It is estimated to increase and reach up to 17% by 2023. Take the opportunity of increasing your company’s revenue by using this downloadable example as your guide on creating a winning research proposal for your possible clients.

6. Media Marketing Research Proposal Sample

Size: 340 KB

Many assumed that advertising through new media channels such as the internet is targeting only young audiences. This research focuses on proving the effectiveness of new media advertising to young readers. If you are planning to conduct a similar study or related to this subject, you may use this document to serve as your guide. You can download this 22-page document in PDF format.

7. Marketing Research Proposal for Estate Gardens Sample

Size: 476 KB

This marketing research proposal example tackles obtaining new sources of income and coming up with approaches to increase the product sales of an estate garden with their existing sources. This sample includes the necessary information that you can use as a guide in making your proposal more appealing to your clients. You can download this 27-page document in PDF file format and customize it according to your business needs.

8. Marketing Research Proposal Template

Size: 387 KB

This 5-page document includes an outline of a marketing research proposal . It also contains instructions and guidelines on how to write each part of the project, which can be enough to keep you guided until the end part of your proposal. It includes relevant links for more clarification about certain parts of the proposition. This file will serve your needs if you are in college and still learning on how to create a market research proposal.

9. Marketing Research Proposal Example

Not all popular social media are reigning in terms of advertisement. There may be media channels that are booming in terms of the number of viewers/users. However, there are a few more factors to consider for a company to list his product in an advertising firm. This marketing research proposal example examines how to make a large social media platform’s  advertising  more efficient. Download this file to learn more about this study on online marketing.

10. Sample Marketing Research Proposal

Size: 90 KB

As a businessman, you should be knowledgeable enough before you place your money into any diversified investment . If you already have a business, you may want to do more research about your product and gain an advantage in marketing. The  Sample Marketing Research Proposal  (shown above) discusses the uses of olive oil in general, the applications of existing products, and the most reliable ways to promote their products. If you are planning to create a proposal with a similar problem, download this file to get started.

11. Proposal for Association Market Research Sample

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Types of market research: Methods and examples

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Here at GWI we publish a steady stream of blogs, reports, and other resources that dig deep into specific market research topics.

But what about the folks who’d appreciate a more general overview of market research that explains the big picture? Don’t they deserve some love too?

Of course they do. That’s why we’ve created this overview guide focusing on types of market research and examples. With so many market research companies to choose from, having a solid general understanding of how this sector works is essential for any brand or business that wants to pick the right market research partner.

So with that in mind, let’s start at the very beginning and get clear on…

Market research definition

At the risk of stating the slightly obvious, market research is the gathering and analyzing of data on consumers, competitors, distributors, and markets. As such it’s not quite the same as consumer research , but there’s significant overlap.

Market research matters because it can help you take the guesswork out of getting through to audiences. By studying consumers and gathering information on their likes, dislikes, and so on, brands can make evidence-based decisions instead of relying on instinct or experience. 

What is market research?

Market research is the organized gathering of information about target markets and consumers’ needs and preferences. It’s an important component of business strategy and a major factor in maintaining competitiveness.

If a business wants to know – really know – what sort of products or services consumers want to buy, along with where, when, and how those products and services should be marketed, it just makes sense to ask the prospective audience. 

Without the certainty that market research brings, a business is basically hoping for the best. And while we salute their optimism, that’s not exactly a reliable strategy for success.

What are the types of market research?

Primary research .

Primary research is a type of market research you either conduct yourself or hire someone to do on your behalf.

A classic example of primary research involves going directly to a source – typically customers or prospective customers in your target market – to ask questions and gather information about a product or service. Interviewing methods include in-person, online surveys, phone calls, and focus groups.

The big advantage of primary research is that it’s directly focused on your objectives, so the outcome will be conclusive, detailed insights – particularly into customer views – making it the gold standard.

The disadvantages are it can be time-consuming and potentially costly, plus there’s a risk of survey bias creeping in, in the sense that research samples may not be representative of the wider group.

Secondary research 

Primary market research means you collect the data your business needs, whereas the types of market research known as secondary market research use information that’s already been gathered for other purposes but can still be valuable. Examples include published market studies, white papers, analyst reports, customer emails, and customer surveys/feedback.

For many small businesses with limited budgets, secondary market research is their first choice because it’s easier to acquire and far more affordable than primary research.

Secondary research can still answer specific business questions, but with limitations. The data collected from that audience may not match your targeted audience exactly, resulting in skewed outcomes. 

A big benefit of secondary market research is helping lay the groundwork and get you ready to carry out primary market research by making sure you’re focused on what matters most.

Qualitative research

Qualitative research is one of the two fundamental types of market research. Qualitative research is about people and their opinions. Typically conducted by asking questions either one-on-one or in groups, qualitative research can help you define problems and learn about customers’ opinions, values, and beliefs.

Classic examples of qualitative research are long-answer questions like “Why do you think this product is better than competitive products? Why do you think it’s not?”, or “How would you improve this new service to make it more appealing?”

Because qualitative research generally involves smaller sample sizes than its close cousin quantitative research, it gives you an anecdotal overview of your subject, rather than highly detailed information that can help predict future performance.

Qualitative research is particularly useful if you’re developing a new product, service, website or ad campaign and want to get some feedback before you commit a large budget to it.

Quantitative research

If qualitative research is all about opinions, quantitative research is all about numbers, using math to uncover insights about your audience. 

Typical quantitative research questions are things like, “What’s the market size for this product?” or “How long are visitors staying on this website?”. Clearly the answers to both will be numerical.

Quantitative research usually involves questionnaires. Respondents are asked to complete the survey, which marketers use to understand consumer needs, and create strategies and marketing plans.

Importantly, because quantitative research is math-based, it’s statistically valid, which means you’re in a good position to use it to predict the future direction of your business.

Consumer research 

As its name implies, consumer research gathers information about consumers’ lifestyles, behaviors, needs and preferences, usually in relation to a particular product or service. It can include both quantitative and qualitative studies.

Examples of consumer research in action include finding ways to improve consumer perception of a product, or creating buyer personas and market segments, which help you successfully market your product to different types of customers.

Understanding consumer trends , driven by consumer research, helps businesses understand customer psychology and create detailed purchasing behavior profiles. The result helps brands improve their products and services by making them more customer-centric, increasing customer satisfaction, and boosting bottom line in the process.

Product research 

Product research gives a new product (or indeed service, we don’t judge) its best chance of success, or helps an existing product improve or increase market share.

It’s common sense: by finding out what consumers want and adjusting your offering accordingly, you gain a competitive edge. It can be the difference between a product being a roaring success or an abject failure.

Examples of product research include finding ways to develop goods with a higher value, or identifying exactly where innovation effort should be focused. 

Product research goes hand-in-hand with other strands of market research, helping you make informed decisions about what consumers want, and what you can offer them.

Brand research  

Brand research is the process of gathering feedback from your current, prospective, and even past customers to understand how your brand is perceived by the market.

It covers things like brand awareness, brand perceptions, customer advocacy, advertising effectiveness, purchase channels, audience profiling, and whether or not the brand is a top consideration for consumers.

The result helps take the guesswork out of your messaging and brand strategy. Like all types of market research, it gives marketing leaders the data they need to make better choices based on fact rather than opinion or intuition.

Market research methods 

So far we’ve reviewed various different types of market research, now let’s look at market research methods, in other words the practical ways you can uncover those all-important insights.

Consumer research platform 

A consumer research platform like GWI is a smart way to find on-demand market research insights in seconds.

In a world of fluid markets and changing attitudes, a detailed understanding of your consumers, developed using the right research platform, enables you to stop guessing and start knowing.

As well as providing certainty, consumer research platforms massively accelerate speed to insight. Got a question? Just jump on your consumer research platform and find the answer – job done.

The ability to mine data for answers like this is empowering – suddenly you’re in the driving seat with a world of possibilities ahead of you. Compared to the most obvious alternative – commissioning third party research that could take weeks to arrive – the right consumer research platform is basically a magic wand.

Admittedly we’re biased, but GWI delivers all this and more. Take our platform for a quick spin and see for yourself.

And the downside of using a consumer research platform? Well, no data set, however fresh or thorough, can answer every question. If you need really niche insights then your best bet is custom market research , where you can ask any question you like, tailored to your exact needs.

Face-to-face interviews 

Despite the rise in popularity of online surveys , face-to-face survey interviewing – using mobile devices or even the classic paper survey – is still a popular data collection method.

In terms of advantages, face-to-face interviews help with accurate screening, in the sense the interviewee can’t easily give misleading answers about, say, their age. The interviewer can also make a note of emotions and non-verbal cues. 

On the other hand, face-to-face interviews can be costly, while the quality of data you get back often depends on the ability of the interviewer. Also, the size of the sample is limited to the size of your interviewing staff, the area in which the interviews are conducted, and the number of qualified respondents within that area.

Social listening 

Social listening is a powerful solution for brands who want to keep an ear to the ground, gathering unfiltered thoughts and opinions from consumers who are posting on social media. 

Many social listening tools store data for up to a couple of years, great for trend analysis that needs to compare current and past conversations.

Social listening isn’t limited to text. Images, videos, and emojis often help us better understand what consumers are thinking, saying, and doing better than more traditional research methods. 

Perhaps the biggest downside is there are no guarantees with social listening, and you never know what you will (or won’t) find. It can also be tricky to gauge sentiment accurately if the language used is open to misinterpretation, for example if a social media user describes something as “sick”.

There’s also a potential problem around what people say vs. what they actually do. Tweeting about the gym is a good deal easier than actually going. The wider problem – and this may shock you – is that not every single thing people write on social media is necessarily true, which means social listening can easily deliver unreliable results.

Public domain data 

Public domain data comes from think tanks and government statistics or research centers like the UK’s National Office for Statistics or the United States Census Bureau and the National Institute of Statistical Sciences. Other sources are things like research journals, news media, and academic material.

Its advantages for market research are it’s cheap (or even free), quick to access, and easily available. Public domain datasets can be huge, so potentially very rich.

On the flip side, the data can be out of date, it certainly isn’t exclusive to you, and the collection methodology can leave much to be desired. But used carefully, public domain data can be a useful source of secondary market research.

Telephone interviews 

You know the drill – you get a call from a researcher who asks you questions about a particular topic and wants to hear your opinions. Some even pay or offer other rewards for your time.

Telephone surveys are great for reaching niche groups of consumers within a specific geographic area or connected to a particular brand, or who aren’t very active in online channels. They’re not well-suited for gathering data from broad population groups, simply because of the time and labor involved.

How to use market research 

Data isn’t an end in itself; instead it’s a springboard to make other stuff happen. So once you’ve drawn conclusions from your research, it’s time to think of what you’ll actually do based on your findings.

While it’s impossible for us to give a definitive list (every use case is different), here are some suggestions to get you started.

Leverage it . Think about ways to expand the use – and value – of research data and insights, for example by using research to support business goals and functions, like sales, market share or product design.

Integrate it . Expand the value of your research data by integrating it with other data sources, internal and external. Integrating data like this can broaden your perspective and help you draw deeper insights for more confident decision-making.

Justify it . Enlist colleagues from areas that’ll benefit from the insights that research provides – that could be product management, product development, customer service, marketing, sales or many others – and build a business case for using research.

How to choose the right type of market research 

Broadly speaking, choosing the right research method depends on knowing the type of data you need to collect. To dig into ideas and opinions, choose qualitative; to do some testing, it’s quantitative you want.

There are also a bunch of practical considerations, not least cost. If a particular approach sounds great but costs the earth then clearly it’s not ideal for any brand on a budget.

Then there’s how you intend to use the actual research, your level of expertise with research data, whether you need access to historical data or just a snapshot of today, and so on.

The point is, different methods suit different situations. When choosing, you’ll want to consider what you want to achieve, what data you’ll need, the pros and cons of each method, the costs of conducting the research, and the cost of analyzing the results. 

Market research examples

Independent agency Bright/Shift used GWI consumer insights to shape a high-impact go-to-market strategy for their sustainable furniture client, generating £41K in revenue in the first month. Here’s how they made the magic happen .

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Examples of research proposals

How to write your research proposal, with examples of good proposals.

Research proposals

Your research proposal is a key part of your application. It tells us about the question you want to answer through your research. It is a chance for you to show your knowledge of the subject area and tell us about the methods you want to use.

We use your research proposal to match you with a supervisor or team of supervisors.

In your proposal, please tell us if you have an interest in the work of a specific academic at York St John. You can get in touch with this academic to discuss your proposal. You can also speak to one of our Research Leads. There is a list of our Research Leads on the Apply page.

When you write your proposal you need to:

• Highlight how it is original or significant
• Explain how it will develop or challenge current knowledge of your subject
• Identify the importance of your research
• Show why you are the right person to do this research
• Research Proposal Example 1 (DOC, 49kB)
• Research Proposal Example 2 (DOC, 0.9MB)
• Research Proposal Example 3 (DOC, 55.5kB)
• Research Proposal Example 4 (DOC, 49.5kB)

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• Writing a Humanities PhD Proposal (PDF, 0.1MB)
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Artificial intelligence in strategy

Can machines automate strategy development? The short answer is no. However, there are numerous aspects of strategists’ work where AI and advanced analytics tools can already bring enormous value. Yuval Atsmon is a senior partner who leads the new McKinsey Center for Strategy Innovation, which studies ways new technologies can augment the timeless principles of strategy. In this episode of the Inside the Strategy Room podcast, he explains how artificial intelligence is already transforming strategy and what’s on the horizon. This is an edited transcript of the discussion. For more conversations on the strategy issues that matter, follow the series on your preferred podcast platform .

Joanna Pachner: What does artificial intelligence mean in the context of strategy?

Yuval Atsmon: When people talk about artificial intelligence, they include everything to do with analytics, automation, and data analysis. Marvin Minsky, the pioneer of artificial intelligence research in the 1960s, talked about AI as a “suitcase word”—a term into which you can stuff whatever you want—and that still seems to be the case. We are comfortable with that because we think companies should use all the capabilities of more traditional analysis while increasing automation in strategy that can free up management or analyst time and, gradually, introducing tools that can augment human thinking.

Joanna Pachner: AI has been embraced by many business functions, but strategy seems to be largely immune to its charms. Why do you think that is?

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Yuval Atsmon: You’re right about the limited adoption. Only 7 percent of respondents to our survey about the use of AI say they use it in strategy or even financial planning, whereas in areas like marketing, supply chain, and service operations, it’s 25 or 30 percent. One reason adoption is lagging is that strategy is one of the most integrative conceptual practices. When executives think about strategy automation, many are looking too far ahead—at AI capabilities that would decide, in place of the business leader, what the right strategy is. They are missing opportunities to use AI in the building blocks of strategy that could significantly improve outcomes.

I like to use the analogy to virtual assistants. Many of us use Alexa or Siri but very few people use these tools to do more than dictate a text message or shut off the lights. We don’t feel comfortable with the technology’s ability to understand the context in more sophisticated applications. AI in strategy is similar: it’s hard for AI to know everything an executive knows, but it can help executives with certain tasks.

When executives think about strategy automation, many are looking too far ahead—at AI deciding the right strategy. They are missing opportunities to use AI in the building blocks of strategy.

Joanna Pachner: What kind of tasks can AI help strategists execute today?

Yuval Atsmon: We talk about six stages of AI development. The earliest is simple analytics, which we refer to as descriptive intelligence. Companies use dashboards for competitive analysis or to study performance in different parts of the business that are automatically updated. Some have interactive capabilities for refinement and testing.

The second level is diagnostic intelligence, which is the ability to look backward at the business and understand root causes and drivers of performance. The level after that is predictive intelligence: being able to anticipate certain scenarios or options and the value of things in the future based on momentum from the past as well as signals picked in the market. Both diagnostics and prediction are areas that AI can greatly improve today. The tools can augment executives’ analysis and become areas where you develop capabilities. For example, on diagnostic intelligence, you can organize your portfolio into segments to understand granularly where performance is coming from and do it in a much more continuous way than analysts could. You can try 20 different ways in an hour versus deploying one hundred analysts to tackle the problem.

Predictive AI is both more difficult and more risky. Executives shouldn’t fully rely on predictive AI, but it provides another systematic viewpoint in the room. Because strategic decisions have significant consequences, a key consideration is to use AI transparently in the sense of understanding why it is making a certain prediction and what extrapolations it is making from which information. You can then assess if you trust the prediction or not. You can even use AI to track the evolution of the assumptions for that prediction.

Those are the levels available today. The next three levels will take time to develop. There are some early examples of AI advising actions for executives’ consideration that would be value-creating based on the analysis. From there, you go to delegating certain decision authority to AI, with constraints and supervision. Eventually, there is the point where fully autonomous AI analyzes and decides with no human interaction.

Because strategic decisions have significant consequences, you need to understand why AI is making a certain prediction and what extrapolations it’s making from which information.

Joanna Pachner: What kind of businesses or industries could gain the greatest benefits from embracing AI at its current level of sophistication?

Yuval Atsmon: Every business probably has some opportunity to use AI more than it does today. The first thing to look at is the availability of data. Do you have performance data that can be organized in a systematic way? Companies that have deep data on their portfolios down to business line, SKU, inventory, and raw ingredients have the biggest opportunities to use machines to gain granular insights that humans could not.

Companies whose strategies rely on a few big decisions with limited data would get less from AI. Likewise, those facing a lot of volatility and vulnerability to external events would benefit less than companies with controlled and systematic portfolios, although they could deploy AI to better predict those external events and identify what they can and cannot control.

Third, the velocity of decisions matters. Most companies develop strategies every three to five years, which then become annual budgets. If you think about strategy in that way, the role of AI is relatively limited other than potentially accelerating analyses that are inputs into the strategy. However, some companies regularly revisit big decisions they made based on assumptions about the world that may have since changed, affecting the projected ROI of initiatives. Such shifts would affect how you deploy talent and executive time, how you spend money and focus sales efforts, and AI can be valuable in guiding that. The value of AI is even bigger when you can make decisions close to the time of deploying resources, because AI can signal that your previous assumptions have changed from when you made your plan.

Joanna Pachner: Can you provide any examples of companies employing AI to address specific strategic challenges?

Yuval Atsmon: Some of the most innovative users of AI, not coincidentally, are AI- and digital-native companies. Some of these companies have seen massive benefits from AI and have increased its usage in other areas of the business. One mobility player adjusts its financial planning based on pricing patterns it observes in the market. Its business has relatively high flexibility to demand but less so to supply, so the company uses AI to continuously signal back when pricing dynamics are trending in a way that would affect profitability or where demand is rising. This allows the company to quickly react to create more capacity because its profitability is highly sensitive to keeping demand and supply in equilibrium.

Joanna Pachner: Given how quickly things change today, doesn’t AI seem to be more a tactical than a strategic tool, providing time-sensitive input on isolated elements of strategy?

Yuval Atsmon: It’s interesting that you make the distinction between strategic and tactical. Of course, every decision can be broken down into smaller ones, and where AI can be affordably used in strategy today is for building blocks of the strategy. It might feel tactical, but it can make a massive difference. One of the world’s leading investment firms, for example, has started to use AI to scan for certain patterns rather than scanning individual companies directly. AI looks for consumer mobile usage that suggests a company’s technology is catching on quickly, giving the firm an opportunity to invest in that company before others do. That created a significant strategic edge for them, even though the tool itself may be relatively tactical.

Joanna Pachner: McKinsey has written a lot about cognitive biases  and social dynamics that can skew decision making. Can AI help with these challenges?

Yuval Atsmon: When we talk to executives about using AI in strategy development, the first reaction we get is, “Those are really big decisions; what if AI gets them wrong?” The first answer is that humans also get them wrong—a lot. [Amos] Tversky, [Daniel] Kahneman, and others have proven that some of those errors are systemic, observable, and predictable. The first thing AI can do is spot situations likely to give rise to biases. For example, imagine that AI is listening in on a strategy session where the CEO proposes something and everyone says “Aye” without debate and discussion. AI could inform the room, “We might have a sunflower bias here,” which could trigger more conversation and remind the CEO that it’s in their own interest to encourage some devil’s advocacy.

We also often see confirmation bias, where people focus their analysis on proving the wisdom of what they already want to do, as opposed to looking for a fact-based reality. Just having AI perform a default analysis that doesn’t aim to satisfy the boss is useful, and the team can then try to understand why that is different than the management hypothesis, triggering a much richer debate.

In terms of social dynamics, agency problems can create conflicts of interest. Every business unit [BU] leader thinks that their BU should get the most resources and will deliver the most value, or at least they feel they should advocate for their business. AI provides a neutral way based on systematic data to manage those debates. It’s also useful for executives with decision authority, since we all know that short-term pressures and the need to make the quarterly and annual numbers lead people to make different decisions on the 31st of December than they do on January 1st or October 1st. Like the story of Ulysses and the sirens, you can use AI to remind you that you wanted something different three months earlier. The CEO still decides; AI can just provide that extra nudge.

Joanna Pachner: It’s like you have Spock next to you, who is dispassionate and purely analytical.

Yuval Atsmon: That is not a bad analogy—for Star Trek fans anyway.

Joanna Pachner: Do you have a favorite application of AI in strategy?

Yuval Atsmon: I have worked a lot on resource allocation, and one of the challenges, which we call the hockey stick phenomenon, is that executives are always overly optimistic about what will happen. They know that resource allocation will inevitably be defined by what you believe about the future, not necessarily by past performance. AI can provide an objective prediction of performance starting from a default momentum case: based on everything that happened in the past and some indicators about the future, what is the forecast of performance if we do nothing? This is before we say, “But I will hire these people and develop this new product and improve my marketing”— things that every executive thinks will help them overdeliver relative to the past. The neutral momentum case, which AI can calculate in a cold, Spock-like manner, can change the dynamics of the resource allocation discussion. It’s a form of predictive intelligence accessible today and while it’s not meant to be definitive, it provides a basis for better decisions.

Joanna Pachner: Do you see access to technology talent as one of the obstacles to the adoption of AI in strategy, especially at large companies?

Yuval Atsmon: I would make a distinction. If you mean machine-learning and data science talent or software engineers who build the digital tools, they are definitely not easy to get. However, companies can increasingly use platforms that provide access to AI tools and require less from individual companies. Also, this domain of strategy is exciting—it’s cutting-edge, so it’s probably easier to get technology talent for that than it might be for manufacturing work.

The bigger challenge, ironically, is finding strategists or people with business expertise to contribute to the effort. You will not solve strategy problems with AI without the involvement of people who understand the customer experience and what you are trying to achieve. Those who know best, like senior executives, don’t have time to be product managers for the AI team. An even bigger constraint is that, in some cases, you are asking people to get involved in an initiative that may make their jobs less important. There could be plenty of opportunities for incorpo­rating AI into existing jobs, but it’s something companies need to reflect on. The best approach may be to create a digital factory where a different team tests and builds AI applications, with oversight from senior stakeholders.

The big challenge is finding strategists to contribute to the AI effort. You are asking people to get involved in an initiative that may make their jobs less important.

Joanna Pachner: Do you think this worry about job security and the potential that AI will automate strategy is realistic?

Yuval Atsmon: The question of whether AI will replace human judgment and put humanity out of its job is a big one that I would leave for other experts.

The pertinent question is shorter-term automation. Because of its complexity, strategy would be one of the later domains to be affected by automation, but we are seeing it in many other domains. However, the trend for more than two hundred years has been that automation creates new jobs, although ones requiring different skills. That doesn’t take away the fear some people have of a machine exposing their mistakes or doing their job better than they do it.

Joanna Pachner: We recently published an article about strategic courage in an age of volatility  that talked about three types of edge business leaders need to develop. One of them is an edge in insights. Do you think AI has a role to play in furnishing a proprietary insight edge?

Yuval Atsmon: One of the challenges most strategists face is the overwhelming complexity of the world we operate in—the number of unknowns, the information overload. At one level, it may seem that AI will provide another layer of complexity. In reality, it can be a sharp knife that cuts through some of the clutter. The question to ask is, Can AI simplify my life by giving me sharper, more timely insights more easily?

Joanna Pachner: You have been working in strategy for a long time. What sparked your interest in exploring this intersection of strategy and new technology?

Yuval Atsmon: I have always been intrigued by things at the boundaries of what seems possible. Science fiction writer Arthur C. Clarke’s second law is that to discover the limits of the possible, you have to venture a little past them into the impossible, and I find that particularly alluring in this arena.

AI in strategy is in very nascent stages but could be very consequential for companies and for the profession. For a top executive, strategic decisions are the biggest way to influence the business, other than maybe building the top team, and it is amazing how little technology is leveraged in that process today. It’s conceivable that competitive advantage will increasingly rest in having executives who know how to apply AI well. In some domains, like investment, that is already happening, and the difference in returns can be staggering. I find helping companies be part of that evolution very exciting.

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