---
title: BetterBriefs - Resources - Research
description: BetterBriefs Research—world-first global studies on marketing briefs and idea evaluation, with WFA & IPA. Explore findings and free downloads.
---

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# Research

###### Research designed to help you understand where most briefs and ideas go wrong.

By understanding the current state of play we can have productive conversations about how we collectively improve. 

 The BetterIdeas Project report

# A groundbreaking study into *creative idea evaluation* practices.

Launched in partnership with the World Federation of Advertisers (WFA) and the Institute of Practitioners in Advertising (IPA).

[Request the global report](https://cta-service-cms2.hubspot.com/web-interactives/public/v1/track/click?encryptedPayload=AVxigLLYnEfYTLEmx4RyJQpDoSs%2FtM0juvXUDDow2md%2BDk0UaqitHAr6P5uAY3PK%2FkfIcpMHWcISP6y2KcrI20LWINn7m8c8hQ2A58lB2WAaOLBCnqXX4Q0TGDSEh0aVbTMG1mulyH04GwKVz0UjwilCvKDpwfUtyYUgGJUiaf6mM4nwk4dxfwMAkfZbDNY7mwjj4CgAJXgHKzLgQtg29B7Qgm7uj71eIbo%3D&portalId=20663496)

![BetterBriefs-BetterIdeas-spread-2](https://20663496.fs1.hubspotusercontent-na1.net/hub/20663496/hubfs/Resources/BetterBriefs-BetterIdeas-spread-2.png?width=300&name=BetterBriefs-BetterIdeas-spread-2.png)

 The BetterBriefs Project report

# The *first global study* on marketing briefs.

Over 1700 respondents from 70 countries.   
As presented at IPA EffWorks 2021.

[Request the global report](https://cta-service-cms2.hubspot.com/web-interactives/public/v1/track/click?encryptedPayload=AVxigLL4oD%2FnEW1uMACFxUdBVvLsEe9hm3%2Bbc4ZXYNiqGZJnQjyIUr6qHj7TTOAJpp9LqT8ynXRXSgcrKGocRisT81d4XHF16AdkqYRXJXrwX1u9ELP9mhOuj2ojvZkyyQ03lBZ%2BpyFfesCyyGa0YX4Vbw131zQCx4yDL5UCQgbWgr%2B5u%2Fe5CHNFjNUyqUa1pw%3D%3D&portalId=20663496)

![BetterBriefs Global Brief Report](https://20663496.fs1.hubspotusercontent-na1.net/hub/20663496/hubfs/Resources/global-placeholder-1.png?width=300&name=global-placeholder-1.png)

 The BetterBriefs Project UK report

# A deep-dive into marketing briefs in the UK.

Over 500 respondents from brands & agencies, presented at IPA Business Growth Conference 2022.

[Request the UK report](https://cta-service-cms2.hubspot.com/web-interactives/public/v1/track/click?encryptedPayload=AVxigLLltkLlsENd14WoHiRuQfWeS3bffiItFeYAbCW8vWGZ92MIWyH0eeWAKmS1XefqBBj1X1WHZwiwlZ5TkY4cZp8VkjhwadwQ1DoNTuqb%2BRmlhnsSs5IDTp5CGIjDuh0uVrwRhLEhNinMFNFOUCxWi1fG0Mfa89S3NFHp2MgMwfj6sGbpeA5mQrc5&portalId=20663496)

![uk-placeholder](https://20663496.fs1.hubspotusercontent-na1.net/hub/20663496/hubfs/Resources/uk-placeholder.png?width=300&name=uk-placeholder.png)

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