Getting to the Heart of a Research RFP: Start with the “Why”

When a Destination Marketing Organization (DMO) prepares a Request for Proposal (RFP) for a research project, the instinct is often to jump straight into the details—scope of work, deliverables, deadlines, and budget. And while those are essential components, the most important element of any research RFP isn’t buried in the task list or timeline. It’s up front. It’s the “why.”

Your research RFP must clearly articulate the purpose behind the project—why this research matters, what decisions it will inform, and how it connects to the broader goals of your destination marketing strategy. Without that context, vendors are left guessing at your motivations. And when vendors are guessing, you risk getting proposals that miss the mark—not because they aren’t competent, but because they’re solving the wrong problem.

A well-written “purpose” section serves as the compass for the entire RFP. It allows potential partners to understand your intent, tailor their approach, and—importantly—offer strategic insight that you may not have considered. Great researchers don’t just gather data; they help you ask better questions. But that can only happen if they understand the challenge you’re trying to solve.

Here’s an example. Instead of saying, “We’re seeking a firm to conduct a visitor intercept survey,” provide a deeper framing: “We want to understand how visitor experiences are shaped by our downtown assets to guide future investment, improve storytelling, and refine our brand positioning.”

That framing gives context. It also opens the door for the vendor to suggest methodology (maybe intercept isn’t the only way), or recommend related insights (such as brand sentiment or path-to-purchase analysis) that could add value.

In addition to the “why,” a strong research RFP should include:

• Background Information: Who you are, what your destination stands for, and the strategic context for the project.

• Objectives: Clear, actionable goals for what the research should deliver.

• Scope of Work: The activities or questions you believe should be included, while allowing flexibility for vendor insight.

• Audience: Who will use the results—board, staff, stakeholders, elected officials?

• Timeline and Budget: Be realistic and transparent. Quality research takes time and resources.

• Evaluation Criteria: Let vendors know how you’ll assess proposals—experience, creativity, methodology, cost, or all of the above.

But again, none of that matters as much as the “why.” Get that part right, and everything else aligns. Get it wrong—or leave it out entirely—and even the best proposal will fall short.

At its best, research should be more than a report. It should be a conversation, a collaboration, a spark. And like any good conversation, it starts with purpose.