Writing Goals That Drive Results

Use this template to turn a broad business question into a focused research goal. Each part of the template adds a specific layer of clarity.

1. Research Question: 

“Determine if our _____ effectively _____”

This is the core question your study is trying to answer. It should clearly state:

• What you’re testing (e.g., a concept, message, page, or flow)
• What outcome you want to evaluate (e.g., clarity, trust, motivation, usability)

Example: “Determine if our pricing page effectively communicates value”

2. Specific Focus:

“to _____ [target audience] who are _____”

This narrows the research to the right audience and situation. It explains:

• Who the experience is for
• What mindset, need, or stage they are in

Example: “to first-time buyers who are comparing multiple options”

3. Decision Context:

“We’re _____ and need to ensure _____”

This explains why the research matters now. It ties the study to a real business decision, such as:

• Launching, iterating, or prioritizing
• Reducing risk before a rollout
• Choosing between alternatives

Example: “We’re preparing for a redesign and need to ensure the messaging is clear before launch”

4. Brand Context:

“Our brand emphasizes _____ and positions as _____”

This anchors the research in your brand strategy. It helps interpret results through the lens of:

• Brand values (e.g., simplicity, trust, innovation)
• Market positioning (e.g., premium, approachable, expert)

Example: “Our brand emphasizes transparency and positions itself as a trusted expert”

Putting It All Together

Goal example: 

Determine if our pricing page effectively communicates value to first-time buyers who are comparing multiple options. 

We’re preparing for a redesign and need to ensure the messaging is clear before launch. 

Our brand emphasizes transparency and positions itself as a trusted expert.