The research brief
The question.
The evidence.
The implications.
A clear English brief that connects your business question to targeted public Xiaohongshu content. Here is how the work is organized, from the agreed scope to the limits of the findings.
Illustrated formatThis is a tour of the deliverable, not a completed client report. The example question below is illustrative; no research findings are presented.
01 / Question & scope
Start with the decision.
The brief opens with the question we have agreed to investigate. The category, comparison set, research period, and selection approach give the findings a defined context.
Illustrative research question
What do shoppers consider when comparing local and international skincare brands?
A question to show the format. This page does not present research into this topic.
- Decision
- The business question and how you intend to use the brief.
- Coverage
- The agreed category, brands, topics, and research period.
- Source selection
- The queries and criteria used to select public content.
- Boundaries
- What is included, excluded, or unavailable in the research.
02 / Findings
An answer you can examine.
An English summary brings the relevant themes together. Findings connect to supporting sources, with context about the content examined and examples that complicate the interpretation.
How a finding is presented
- The observation
- What appears in the selected content, described in plain English.
- The evidence
- The source material supporting the finding, with links and translated context.
- The qualification
- Relevant exceptions, uncertainty, or gaps in the available material.
03 / Sources & translation
Keep the original context in view.
Source links let you trace a finding back to the public content. Relevant Chinese-language context is accompanied by an English translation so your team can follow the interpretation.
中文 Original context
The source passage
The relevant Chinese-language material, preserved with the context needed to understand it.
EN English context
The meaning in English
A translation with explanation where a phrase, reference, or usage needs additional context.
Alongside the evidence: original source links, available source dates, and relevant context or access limitations.
04 / Implications
Connect the evidence to your next decision.
The brief explains why a finding may matter to your question. It distinguishes what the examined content says from our interpretation and the next questions worth testing.
What was observed
The supported finding within the agreed scope.
Why it may matter
The potential relevance to positioning, product, messaging, or further research.
What to investigate next
Questions that need more evidence before a wider conclusion or commitment.
05 / Limitations
Know what the evidence can support.
Limitations are part of the brief. They explain how the source base and research choices affect interpretation, so your team can use the findings in context.
- Platform coverage. Public Xiaohongshu content reflects people and material visible on that platform. It does not represent all Chinese consumers.
- Selection and timing. Queries, selection criteria, and the research period shape what is included.
- Access and context. Posts can change or become unavailable. Some details may be missing or difficult to verify.
- Strength of conclusion. Observed themes are not population estimates, market shares, or forecasts. Wider conclusions may need other research.
06 / Analyst review
Reviewed before it reaches your team.
An analyst reviews the brief before delivery, checking the relationship between findings, source context, translations, and implications. Research limitations stay visible in the finished work.
A useful brief makes the answer understandable and the reasoning open to scrutiny.
Your research question
What do you need
to understand?
Tell us the category and decision. We will help define a suitable scope for the brief.