purpose statement definition in research

Thesis and Purpose Statements

Use the guidelines below to learn the differences between thesis and purpose statements.

In the first stages of writing, thesis or purpose statements are usually rough or ill-formed and are useful primarily as planning tools.

A thesis statement or purpose statement will emerge as you think and write about a topic. The statement can be restricted or clarified and eventually worked into an introduction.

As you revise your paper, try to phrase your thesis or purpose statement in a precise way so that it matches the content and organization of your paper.

Thesis statements

A thesis statement is a sentence that makes an assertion about a topic and predicts how the topic will be developed. It does not simply announce a topic: it says something about the topic.

Good: X has made a significant impact on the teenage population due to its . . . Bad: In this paper, I will discuss X.

A thesis statement makes a promise to the reader about the scope, purpose, and direction of the paper. It summarizes the conclusions that the writer has reached about the topic.

A thesis statement is generally located near the end of the introduction. Sometimes in a long paper, the thesis will be expressed in several sentences or an entire paragraph.

A thesis statement is focused and specific enough to be proven within the boundaries of the paper. Key words (nouns and verbs) should be specific, accurate, and indicative of the range of research, thrust of the argument or analysis, and the organization of supporting information.

Purpose statements

A purpose statement announces the purpose, scope, and direction of the paper. It tells the reader what to expect in a paper and what the specific focus will be.

Common beginnings include:

“This paper examines . . .,” “The aim of this paper is to . . .,” and “The purpose of this essay is to . . .”

A purpose statement makes a promise to the reader about the development of the argument but does not preview the particular conclusions that the writer has drawn.

A purpose statement usually appears toward the end of the introduction. The purpose statement may be expressed in several sentences or even an entire paragraph.

A purpose statement is specific enough to satisfy the requirements of the assignment. Purpose statements are common in research papers in some academic disciplines, while in other disciplines they are considered too blunt or direct. If you are unsure about using a purpose statement, ask your instructor.

This paper will examine the ecological destruction of the Sahel preceding the drought and the causes of this disintegration of the land. The focus will be on the economic, political, and social relationships which brought about the environmental problems in the Sahel.

Sample purpose and thesis statements

The following example combines a purpose statement and a thesis statement (bold).

The goal of this paper is to examine the effects of Chile’s agrarian reform on the lives of rural peasants. The nature of the topic dictates the use of both a chronological and a comparative analysis of peasant lives at various points during the reform period. . . The Chilean reform example provides evidence that land distribution is an essential component of both the improvement of peasant conditions and the development of a democratic society. More extensive and enduring reforms would likely have allowed Chile the opportunity to further expand these horizons.

For more tips about writing thesis statements, take a look at our new handout on Developing a Thesis Statement.

Writing Process and Structure

This is an accordion element with a series of buttons that open and close related content panels.

Getting Started with Your Paper

Interpreting Writing Assignments from Your Courses

Generating Ideas for Your Paper

Creating an Argument

Thesis vs. Purpose Statements

Developing a Thesis Statement

Architecture of Arguments

Working with Sources

Quoting and Paraphrasing Sources

Using Literary Quotations

Citing Sources in Your Paper

Drafting Your Paper

Introductions

Paragraphing

Developing Strategic Transitions

Conclusions

Revising Your Paper

Peer Reviews

Reverse Outlines

Revising an Argumentative Paper

Revision Strategies for Longer Projects

Finishing Your Paper

Twelve Common Errors: An Editing Checklist

How to Proofread your Paper

Writing Collaboratively

Collaborative and Group Writing

• Section 1: Home
• Narrowing Your Topic
• Problem Statement

Purpose Statement Overview

Writing an effective purpose statement, best practices for writing your purpose statement, sample purpose statements.

• Conceptual Framework
• Avoiding Common Mistakes
• Synthesis and Analysis in Writing Support This link opens in a new window
• Qualitative Research Questions This link opens in a new window
• Quantitative Research Questions This link opens in a new window
• Qualitative & Quantitative Research Support with the ASC This link opens in a new window
• Library Research Consultations This link opens in a new window
• Library Guide: Research Process This link opens in a new window
• ASC Guide: Outlining and Annotating This link opens in a new window
• Library Guide: Organizing Research & Citations This link opens in a new window
• Library Guide: RefWorks This link opens in a new window
• Library Guide: Copyright Information This link opens in a new window

Purpose Statement 

The purpose statement succinctly explains the objectives of the doctoral project or dissertation-in-practice. These objectives must directly address the problem. The purpose statement also identifies the project methodology and design.

A problem and a missing piece in combination can lead to different objectives, and hence, different purpose statements. 

The purpose of the applied doctoral project or dissertation-in-practice must not only align with the problem and address a missing piece; it must also align with the chosen project method. In fact, the template requires you to name the research method at the very beginning of the purpose statement. In general, quantitative studies involve “closed-ended” research verbs such as determine, measure, correlate, explain, compare, validate, identify, or examine; whereas qualitative studies involve “open-ended” research verbs such as explore, understand, narrate, articulate [meanings], discover, or develop.  

Qualitative Purpose Statement

A qualitative purpose statement following the color-coded problem statement (assumed here to be low well-being among financial sector employees) + missing piece (lack of research on followers of mid-level managers), might start like this: 

In response to declining levels of employee well-being, the purpose of the qualitative phenomenology was to explore and understand the lived experiences related to the well-being of the followers of novice mid-level managers in the financial services industry.  The levels of follower well-being have been shown to correlate to employee morale, turnover intention, and customer orientation (Eren et al., 2013).  A combined framework of Leader-Member Exchange (LMX) Theory and the employee well-being concept informed the research questions and supported the inquiry, analysis, and interpretation of the findings to be applied in the financial services industry.   

Quantitative Purpose Statement

A quantitative purpose statement for the same problem and gap might start like this: 

In response to declining levels of employee well-being, the purpose of the quantitative correlational study was to determine which leadership factors predict employee well-being of the followers of novice mid-level managers to be applied in the financial services industry. Leadership factors were measured by the Leader Member Exchange (LMX) assessment framework by Mantlekow (2015), and employee well-being was conceptualized as a compound variable consisting of self-reported turnover-intent and psychological test scores from the Mental Health Survey (MHS) developed by Johns Hopkins University researchers.  

Both of these purpose statements reflect viable research strategies and both align with the problem and gap so it’s up to the practitioner to design a doctoral project or dissertation-in-practice in a manner that reflects personal preferences and desired study outcomes. Note that the quantitative research purpose incorporates operationalized concepts, or variables; that reflect the way the practitioner intends to measure the key concepts under study; whereas the qualitative purpose statement isn’t about translating the concepts under study as variables but instead aim to explore and understand the core research phenomenon.

An important step in the successful completion of an Applied Doctoral Project/Dissertation in Practice is starting off with an accurate and precise purpose statement.  Read through the information below to get some general ideas or guidelines related to effective purpose statements and how to compose them.  All this information comes from faculty who want you to succeed in the process.

General Guidelines

Keep these in mind as you begin to compose your purpose statement

Good purpose statements:

• Flow from the problem statement and actually address the proposed problem
• Are concise and clear
• Answer the question ‘Why are you doing this project?’
• Match the methodology to your  questions
• Have a ‘hook’ to get the reader’s attention
• Set the stage by clearly stating, “The purpose of this (qualitative or quantitative) study is to ...”

Writing your Purpose Statement:

• The Problem Statement is why I am doing the project or dissertation-in-practice
• The Purpose Statement is what type of project or study I am doing to fit or address the problem

The Purpose Statement includes:

• Design and Method of Study
• Specific Population

Creswell (2002) suggested that purpose statements in qualitative projects or studies include deliberate phrasing to alert the reader to the purpose statement. Verbs are key to indicate what will take place in the project or study research and the use of non-directional language that does not suggest an outcome. A purpose statement should focus on a single idea or concept with a broad definition of that idea or concept. How the concept will be investigated should also be included, as well as participants in the study and study locations to give the reader a sense of with whom and where the project or study will occur.  

Creswell (2003) advised the following script for purpose statements in qualitative methodology:

“The purpose of this qualitative_________________ (strategy of inquiry, such as ethnography, case study, or other type) study is (was? will be?) to ________________ (understand? describe? develop? discover?) the _________________(central phenomenon being studied) for ______________ (the participants, such as the individual, groups, organization) at __________(site). At this stage in the project, the __________ (central phenomenon being studied) will be generally defined as ___________________ (provide a general definition)” (pg. 90).

Quantitative Purpose Statement

Creswell (2003) offers vast differences between the purpose statements written for qualitative methodology and those written for quantitative methodology, particularly with respect to language and the inclusion of variables. The comparison of variables is often a focus of quantitative methodology with the variables distinguishable by either the temporal order or how they are measured. As with qualitative purpose statements, Creswell (2003) recommends the use of deliberate language to alert the reader to the purpose of the project or study, though quantitative purpose statements also include the theory or conceptual framework guiding the project or study, the variables that are being studied, and how those variables are related.  

Creswell (2003) suggests the following script for drafting purpose statements in quantitative projects:

“The purpose of this _____________________ (experiment? survey?) project is (was? will be?) to test the theory of _________________that _________________ (compares? relates?) the ___________(independent variable) to _________________________(dependent variable), controlling for _______________________ (control variables) for ___________________ (participants) at _________________________ (site). The independent variable(s) _____________________ will be generally defined as _______________________ (provide a general definition). The dependent variable(s) will be generally defined as _____________________ (provide a general definition), and the control and intervening variables(s), _________________ (identify the control and intervening variables) will be statistically controlled in this project” (pg. 97).

Creswell, J. (2002). Educational research: Planning, conducting, and evaluating quantitative and qualitative research.  Merrill Prentice Hall. 7.  Creswell, J. (2003). Research design: Qualitative, quantitative and mixed methods approaches (2nd ed.).  SAGE Publications.

Always keep in mind that the process is iterative, and your writing, over time, will be refined as clarity is gradually achieved. Most of the time, greater clarity for the purpose statement and other components is the result of a growing understanding of the literature in the field. As you increasingly master the literature you will also increasingly clarify the purpose of your project or study. 

The purpose statement should flow directly from the problem statement. There should be clear and obvious alignment between the two, and that alignment will get tighter and more pronounced as your work progresses.

The purpose statement should specifically address the reason for conducting the project or study, with emphasis on the word specifically. There should not be any doubt in your readers’ minds as to the purpose of your project or study. To achieve this level of clarity, you will need to also ensure there is no doubt in your mind as to the purpose of your project or study. 

You may benefit from stopping your work during the process when insight strikes you in order to write about that insight while it is still fresh in your mind. This pause can help you clarify all aspects of the project or study, including clarifying its purpose. 

Your Chair and your committee members can help you to clarify the purpose of your project or dissertation-in-practice, so carefully attend to any feedback they offer.

The purpose statement should reflect the questions proposed and vice versa. The chain of alignment that began with the problem description and continues on to the purpose, questions, and methodology must be respected at all times during development. You are to succinctly describe the overarching goal of the project or dissertation-in-practice that reflects the questions. Each question narrows and focuses the purpose statement. Conversely, the purpose statement encompasses all of the questions. 

Identify in the purpose statement the methodology as quantitative, qualitative or mixed (i.e., “The purpose of this [qualitative/quantitative/mixed] study is to ...)

Follow the initial declaration of purpose with a brief overview of how the project or study will be conducted, including instruments, data, with whom (sample), and where (as applicable). Identify variables/constructs and/or phenomenon/concept/idea. Since this section is to be a concise paragraph, emphasis must be placed on the word brief. However, adding these details will give your readers a very clear picture of the purpose of your project or dissertation-in-practice.

Developing the purpose section is usually not achieved in a single flash of insight. The process involves a great deal of reading to find out what other practitioners have done to address the problem you have identified. The purpose section could well be the most important paragraph you write during your academic career, and every word should be carefully selected. Think of it as the DNA of your project or study. Everything else you write should emerge directly and clearly from your purpose statement. In turn, your purpose statement should emerge directly and clearly from your problem description. It is good practice to print out your problem statement and purpose statement and keep them in front of you as you work on each part of your project or dissertation-in-practice in order to ensure alignment.

It is helpful to collect several project or dissertation-in-practice reports or literature similar to the one you envision creating. Extract the problem descriptions and purpose statements of other authors and compare them in order to sharpen your thinking about your own work.  Comparing how other authors have handled the many challenges you are facing can be an invaluable exercise. Keep in mind that individual universities use their own tailored protocols for presenting key components, so your review of these purpose statements should focus on content rather than form.

Once your purpose statement is set, it must be consistently presented throughout the project or dissertation-in-practice. This consistency may require some recursive editing because the way you articulate your purpose may evolve as you work on various aspects of your project or dissertation-in-practice. Whenever you make an adjustment to your purpose statement, you should carefully follow up on the editing and conceptual ramifications throughout the entire document.

In establishing your purpose, you should NOT advocate for a particular outcome. Your review of the literature should be done to answer questions, not to prove a point. As a scholar-practitioner, you are to inquire with an open mind, and even when you come to the work with clear assumptions, your job is to support the validity of the conclusions reached. For example, you would not say the purpose of your project or study is to demonstrate that there is a relationship between two variables. Such a statement presupposes you know the answer before your review of the literature conducted and promotes or supports (advocates on behalf of) a particular outcome. A more appropriate purpose statement would be to examine or explore the relationship between two variables. 

Your purpose statement should not imply that you are going to prove something. You may be surprised to learn that we cannot prove anything in scholarly review of the literature for two reasons. First, in quantitative analyses, statistical tests calculate the probability that something is true rather than establishing it as true. Second, in qualitative methodology, the study can only purport to describe what is occurring from the perspective of the participants. Whether or not the phenomenon they are describing is true in a larger context is not knowable. We cannot observe the phenomenon in all settings and in all circumstances. 

Here are some example purpose statements for your consideration.

Purpose Statement 1

The purpose of this qualitative project was to determine how participation in service-learning in an alternative school impacted students academically, civically, and personally.  There is ample evidence demonstrating the failure of schools for students at-risk; however, there is still a need to demonstrate why these students are successful in non-traditional educational programs like the service-learning model used at TDS.  This study was unique in that it examined one alternative school’s approach to service-learning in a setting where students not only serve, but faculty serve as volunteer teachers.  The use of a constructivist approach in service-learning in an alternative school setting was examined in an effort to determine whether service-learning participation contributes positively to academic, personal, and civic gain for students, and to examine student and teacher views regarding the overall outcomes of service-learning.  This study was completed using an ethnographic approach that included observations, content analysis, and interviews with teachers at The David School.

Purpose Statement 2

The purpose of this quantitative, non-experimental, cross-sectional linear, multiple regression design study was to investigate the relationship among early childhood teachers’ self-reported assessment of multicultural awareness as measured by responses from the Teacher Multicultural Attitude Survey (TMAS) and supervisors’ observed assessment of teachers’ multicultural competency skills as measured by the Multicultural Teaching Competency Scale (MTCS) survey. Demographic data such as number of multicultural training hours, years teaching in Dubai, curriculum program at current school, and age were also examined and their relationship to multicultural teaching competency. The study took place in the emirate of Dubai where there were 14,333 expatriate teachers employed in private schools (KHDA, 2013b). 

Purpose Statement 3

The purpose of this quantitative, non-experimental project is to examine the degree to which stages of change, gender, acculturation level and trauma types predicts the reluctance of Arab refugees, aged 18 and over, in the Dearborn, MI area, to seek professional help for their mental health needs. This study will utilize four instruments to measure these variables: University of Rhode Island Change Assessment (URICA: DiClemente & Hughes, 1990); Cumulative Trauma Scale (Kira, 2012); Acculturation Rating Scale for Arabic Americans-II Arabic and English (ARSAA-IIA, ARSAA-IIE: Jadalla & Lee, 2013), and a demographic survey. This study will examine 1) the relationship between stages of change, gender, acculturation levels, and trauma types and Arab refugees’ help-seeking behavior, 2) the degree to which any of these variables can predict Arab refugee help-seeking behavior.  Additionally, the outcome of this study could provide researchers and clinicians with a stage-based model, TTM, for measuring Arab refugees’ help-seeking behavior and lay a foundation for how TTM can help target the clinical needs of Arab refugees. Lastly, this attempt to apply the TTM model to Arab refugees’ condition could lay the foundation for future research to investigate the application of TTM to clinical work among refugee populations.

Purpose Statement 4

The purpose of this qualitative, phenomenological project is to describe the lived experiences of LLM for 10 EFL learners in rural Guatemala and to utilize that data to determine how it conforms to, or possibly challenges, current theoretical conceptions of LLM. In accordance with Morse’s (1994) suggestion that a phenomenological study should utilize at least six participants, this study utilized semi-structured interviews with 10 EFL learners to explore why and how they have experienced the motivation to learn English throughout their lives. The methodology of horizontalization was used to break the interview protocols into individual units of meaning before analyzing these units to extract the overarching themes (Moustakas, 1994). These themes were then interpreted into a detailed description of LLM as experienced by EFL students in this context. Finally, the resulting description was analyzed to discover how these learners’ lived experiences with LLM conformed with and/or diverged from current theories of LLM.

Purpose Statement 5

The purpose of this qualitative, embedded, multiple case project was to examine how both parent-child attachment relationships are impacted by the quality of the paternal and maternal caregiver-child interactions that occur throughout a maternal deployment, within the context of dual-military couples. In order to examine this phenomenon, an embedded, multiple case study was conducted, utilizing an attachment systems metatheory perspective. The study included four dual-military couples who experienced a maternal deployment to Operation Iraqi Freedom (OIF) or Operation Enduring Freedom (OEF) when they had at least one child between 8 weeks-old to 5 years-old.  Each member of the couple participated in an individual, semi-structured interview with the researcher and completed the Parenting Relationship Questionnaire (PRQ). “The PRQ is designed to capture a parent’s perspective on the parent-child relationship” (Pearson, 2012, para. 1) and was used within the proposed study for this purpose. The PRQ was utilized to triangulate the data (Bekhet & Zauszniewski, 2012) as well as to provide some additional information on the parents’ perspective of the quality of the parent-child attachment relationship in regards to communication, discipline, parenting confidence, relationship satisfaction, and time spent together (Pearson, 2012). The researcher utilized the semi-structured interview to collect information regarding the parents' perspectives of the quality of their parental caregiver behaviors during the deployment cycle, the mother's parent-child interactions while deployed, the behavior of the child or children at time of reunification, and the strategies or behaviors the parents believe may have contributed to their child's behavior at the time of reunification. The results of this project may be utilized by the military, and by civilian providers, to develop proactive and preventive measures that both providers and parents can implement, to address any potential adverse effects on the parent-child attachment relationship, identified through the proposed study. The results of this project may also be utilized to further refine and understand the integration of attachment theory and systems theory, in both clinical and research settings, within the field of marriage and family therapy. 

Compiled by Dr. Darren Adamson, Department Chair, School of Social and Behavioral Sciences 

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9 Examples: How to Write a Purpose Statement

• Key Elements of a Purpose Statement Part 1
• How to Write a Purpose Statement Step-by-Step Part 2
• Identifying Your Goals Part 3
• Defining Your Audience Part 4
• Outlining Your Methods Part 5
• Stating the Expected Outcomes Part 6
• Purpose Statement Example for a Research Paper Part 7
• Purpose Statement Example For Personal Goals Part 8
• Purpose Statement Example For Business Objectives Part 9
• Purpose Statement Example For an Essay Part 10
• Purpose Statement Example For a Proposal Part 11
• Purpose Statement Example For a Report Part 12
• Purpose Statement Example For a Project Part 13
• Purpose Statement Templates Part 14

A purpose statement is a vital component of any project, as it sets the tone for the entire piece of work. It tells the reader what the project is about, why it’s important, and what the writer hopes to achieve.

Part 1 Key Elements of a Purpose Statement

When writing a purpose statement, there are several key elements that you should keep in mind. These elements will help you to create a clear, concise, and effective statement that accurately reflects your goals and objectives.

1. The Problem or Opportunity

The first element of a purpose statement is the problem or opportunity that you are addressing. This should be a clear and specific description of the issue that you are trying to solve or the opportunity that you are pursuing.

2. The Target Audience

The second element is the target audience for your purpose statement. This should be a clear and specific description of the group of people who will benefit from your work.

3. The Solution

The third element is the solution that you are proposing. This should be a clear and specific description of the action that you will take to address the problem or pursue the opportunity.

4. The Benefits

The fourth element is the benefits that your solution will provide. This should be a clear and specific description of the positive outcomes that your work will achieve.

5. The Action Plan

The fifth element is the action plan that you will follow to implement your solution. This should be a clear and specific description of the steps that you will take to achieve your goals.

Part 2 How to Write a Purpose Statement Step-by-Step

Writing a purpose statement is an essential part of any research project. It helps to clarify the purpose of your study and provides direction for your research. Here are some steps to follow when writing a purpose statement:

• Start with a clear research question: The first step in writing a purpose statement is to have a clear research question. This question should be specific and focused on the topic you want to research.
• Identify the scope of your study: Once you have a clear research question, you need to identify the scope of your study. This involves determining what you will and will not include in your research.
• Define your research objectives: Your research objectives should be specific, measurable, achievable, relevant, and time-bound. They should also be aligned with your research question and the scope of your study.
• Determine your research design: Your research design will depend on the nature of your research question and the scope of your study. You may choose to use a qualitative, quantitative, or mixed-methods approach.
• Write your purpose statement: Your purpose statement should be a clear and concise statement that summarizes the purpose of your study. It should include your research question, the scope of your study, your research objectives, and your research design.

Research question: What are the effects of social media on teenage mental health?

Scope of study: This study will focus on teenagers aged 13-18 in the United States.

Research objectives: To determine the prevalence of social media use among teenagers, to identify the types of social media used by teenagers, to explore the relationship between social media use and mental health, and to provide recommendations for parents, educators, and mental health professionals.

Research design: This study will use a mixed-methods approach, including a survey and interviews with teenagers and mental health professionals.

Purpose statement: The purpose of this study is to examine the effects of social media on teenage mental health among teenagers aged 13-18 in the United States. The study will use a mixed-methods approach, including a survey and interviews with teenagers and mental health professionals. The research objectives are to determine the prevalence of social media use among teenagers, to identify the types of social media used by teenagers, to explore the relationship between social media use and mental health, and to provide recommendations for parents, educators, and mental health professionals.

Part 3 Section 1: Identifying Your Goals

Before you start writing your purpose statement, it’s important to identify your goals. To do this, ask yourself the following questions:

• What do I want to achieve?
• What problem do I want to solve?
• What impact do I want to make?

Once you have a clear idea of your goals, you can start crafting your purpose statement. Your purpose statement should be a clear and concise statement that outlines the purpose of your work.

For example, if you’re writing a purpose statement for a business, your statement might look something like this:

“Our purpose is to provide high-quality products and services that improve the lives of our customers and contribute to the growth and success of our company.”

If you’re writing a purpose statement for a non-profit organization, your statement might look something like this:

“Our purpose is to improve the lives of underserved communities by providing access to education, healthcare, and other essential services.”

Remember, your purpose statement should be specific, measurable, and achievable. It should also be aligned with your values and goals, and it should inspire and motivate you to take action.

Part 4 Section 2: Defining Your Audience

Once you have established the purpose of your statement, it’s important to consider who your audience is. The audience for your purpose statement will depend on the context in which it will be used. For example, if you’re writing a purpose statement for a research paper, your audience will likely be your professor or academic peers. If you’re writing a purpose statement for a business proposal, your audience may be potential investors or clients.

Defining your audience is important because it will help you tailor your purpose statement to the specific needs and interests of your readers. You want to make sure that your statement is clear, concise, and relevant to your audience.

To define your audience, consider the following questions:

• Who will be reading your purpose statement?
• What is their level of knowledge or expertise on the topic?
• What are their needs and interests?
• What do they hope to gain from reading your purpose statement?

Once you have a clear understanding of your audience, you can begin to craft your purpose statement with their needs and interests in mind. This will help ensure that your statement is effective in communicating your goals and objectives to your readers.

For example, if you’re writing a purpose statement for a research paper on the effects of climate change on agriculture, your audience may be fellow researchers in the field of environmental science. In this case, you would want to make sure that your purpose statement is written in a way that is clear and concise, using technical language that is familiar to your audience.

Or, if you’re writing a purpose statement for a business proposal to potential investors, your audience may be less familiar with the technical aspects of your project. In this case, you would want to make sure that your purpose statement is written in a way that is easy to understand, using clear and concise language that highlights the benefits of your proposal.

The key to defining your audience is to put yourself in their shoes and consider what they need and want from your purpose statement.

Part 5 Section 3: Outlining Your Methods

After you have identified the purpose of your statement, it is time to outline your methods. This section should describe how you plan to achieve your goal and the steps you will take to get there. Here are a few tips to help you outline your methods effectively:

• Start with a general overview: Begin by providing a brief overview of the methods you plan to use. This will give your readers a sense of what to expect in the following paragraphs.
• Break down your methods: Break your methods down into smaller, more manageable steps. This will make it easier for you to stay organized and for your readers to follow along.
• Use bullet points: Bullet points can help you organize your ideas and make your methods easier to read. Use them to list the steps you will take to achieve your goal.
• Be specific: Make sure you are specific about the methods you plan to use. This will help your readers understand exactly what you are doing and why.
• Provide examples: Use examples to illustrate your methods. This will make it easier for your readers to understand what you are trying to accomplish.

Part 6 Section 4: Stating the Expected Outcomes

After defining the problem and the purpose of your research, it’s time to state the expected outcomes. This is where you describe what you hope to achieve by conducting your research. The expected outcomes should be specific and measurable, so you can determine if you have achieved your goals.

It’s important to be realistic when stating your expected outcomes. Don’t make exaggerated or false claims, and don’t promise something that you can’t deliver. Your expected outcomes should be based on your research question and the purpose of your study.

Here are some examples of expected outcomes:

• To identify the factors that contribute to employee turnover in the company.
• To develop a new marketing strategy that will increase sales by 20% within the next year.
• To evaluate the effectiveness of a new training program for improving customer service.
• To determine the impact of social media on consumer behavior.

When stating your expected outcomes, make sure they align with your research question and purpose statement. This will help you stay focused on your goals and ensure that your research is relevant and meaningful.

In addition to stating your expected outcomes, you should also describe how you will measure them. This could involve collecting data through surveys, interviews, or experiments, or analyzing existing data from sources such as government reports or industry publications.

Part 7 Purpose Statement Example for a Research Paper

If you are writing a research paper, your purpose statement should clearly state the objective of your study. Here is an example of a purpose statement for a research paper:

The purpose of this study is to investigate the effects of social media on the mental health of teenagers in the United States.

This purpose statement clearly states the objective of the study and provides a specific focus for the research.

Part 8 Purpose Statement Example For Personal Goals

When writing a purpose statement for your personal goals, it’s important to clearly define what you want to achieve and why. Here’s a template that can help you get started:

“I want to [goal] so that [reason]. I will achieve this by [action].”

Example: “I want to lose 10 pounds so that I can feel more confident in my body. I will achieve this by going to the gym three times a week and cutting out sugary snacks.”

Remember to be specific and realistic when setting your goals and actions, and to regularly review and adjust your purpose statement as needed.

Part 9 Purpose Statement Example For Business Objectives

If you’re writing a purpose statement for a business objective, this template can help you get started:

[Objective] [Action verb] [Target audience] [Outcome or benefit]

Here’s an example using this template:

Increase online sales by creating a more user-friendly website for millennial shoppers.

This purpose statement is clear and concise. It identifies the objective (increase online sales), the action verb (creating), the target audience (millennial shoppers), and the outcome or benefit (a more user-friendly website).

Part 10 Purpose Statement Example For an Essay

“The purpose of this essay is to examine the causes and consequences of climate change, with a focus on the role of human activities, and to propose solutions that can mitigate its impact on the environment and future generations.”

This purpose statement clearly states the subject of the essay (climate change), what aspects will be explored (causes, consequences, human activities), and the intended outcome (proposing solutions). It provides a clear roadmap for the reader and sets the direction for the essay.

Part 11 Purpose Statement Example For a Proposal

“The purpose of this proposal is to secure funding and support for the establishment of a community garden in [Location], aimed at promoting sustainable urban agriculture, fostering community engagement, and improving local access to fresh, healthy produce.”

Why this purpose statement is effective:

• The subject of the proposal is clear: the establishment of a community garden.
• The specific goals of the project are outlined: promoting sustainable urban agriculture, fostering community engagement, and improving local access to fresh produce.
• The overall objective of the proposal is evident: securing funding and support.

Part 12 Purpose Statement Example For a Report

“The purpose of this report is to analyze current market trends in the electric vehicle (EV) industry, assess consumer preferences and buying behaviors, and provide strategic recommendations to guide [Company Name] in entering this growing market segment.”

• The subject of the report is provided: market trends in the electric vehicle industry.
• The specific goals of the report are analysis of market trends, assessment of consumer preferences, and strategic recommendations.
• The overall objective of the report is clear: providing guidance for the company’s entry into the EV market.

Part 13 Purpose Statement Example For a Project

“The purpose of this project is to design and implement a new employee wellness program that promotes physical and mental wellbeing in the workplace.”

This purpose statement clearly outlines the objective of the project, which is to create a new employee wellness program. The program is designed to promote physical and mental wellbeing in the workplace, which is a key concern for many employers. By implementing this program, the company aims to improve employee health, reduce absenteeism, and increase productivity. The purpose statement is concise and specific, providing a clear direction for the project team to follow. It highlights the importance of the project and its potential benefits for the company and its employees.

Part 14 Purpose Statement Templates

When writing a purpose statement, it can be helpful to use a template to ensure that you cover all the necessary components:

Template 1: To [action] [target audience] in order to [outcome]

This template is a straightforward way to outline your purpose statement. Simply fill in the blanks with the appropriate information:

• The purpose of […] is
• To [action]: What action do you want to take?
• [Target audience]: Who is your target audience?
• In order to [outcome]: What outcome do you hope to achieve?

For example:

• The purpose of our marketing campaign is to increase brand awareness among young adults in urban areas, in order to drive sales and revenue growth.
• The purpose of our employee training program is to improve customer service skills among our frontline staff, in order to enhance customer satisfaction and loyalty.
• The purpose of our new product launch is to expand our market share in the healthcare industry, by offering a unique solution to the needs of elderly patients with chronic conditions.

Template 2: This [project/product] is designed to [action] [target audience] by [method] in order to [outcome].

This template is useful for purpose statements that involve a specific project or product. Fill in the blanks with the appropriate information:

• This [project/product]: What is your project or product?
• Is designed to [action]: What action do you want to take?
• By [method]: What method will you use to achieve your goal?
• This app is designed to provide personalized nutrition advice to athletes by analyzing their training data in order to optimize performance.

Frequently Asked Questions

What are the key elements of a purpose statement.

A purpose statement should clearly communicate the main goal or objective of your writing. It should be concise and specific, providing a clear direction for your work. The key elements of a purpose statement include the topic or subject matter, the intended audience, and the overall goal or objective of your writing.

How can a purpose statement benefit your writing?

A purpose statement can help you stay focused and on track when writing. It can also help you to avoid going off-topic or getting bogged down in unnecessary details. By clearly identifying the main goal or objective of your writing, a purpose statement can help you to stay organized and ensure that your writing is effective and impactful.

What are some common mistakes to avoid when writing a purpose statement?

One common mistake is being too vague or general in your purpose statement. Another mistake is making your purpose statement too long or complex, which can make it difficult to understand. Additionally, it’s important to avoid including unnecessary information or details that are not directly relevant to your main goal or objective.

How can you tailor your purpose statement to your audience?

When writing a purpose statement, it’s important to consider your audience and their needs. You should tailor your purpose statement to your audience by using language and terminology that they will understand. You should also consider their level of knowledge or expertise on the subject matter and adjust your purpose statement accordingly.

What are some effective templates for writing a purpose statement?

There are many effective templates for writing a purpose statement, but one common approach is to use the following structure: “The purpose of this writing is to [insert goal or objective] for [insert audience] regarding [insert topic or subject matter].”

Can you provide examples of successful purpose statements?

• “The purpose of this report is to provide an analysis of the current market trends and make recommendations for future growth strategies for our company.”
• “The purpose of this essay is to explore the impact of social media on modern communication and its implications for society.”
• “The purpose of this proposal is to secure funding for a new community center that will provide educational and recreational opportunities for local residents.”
• 20 Inspiring Examples: How to Write a Personal Mission Statement
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From John W. Creswell \(2016\). 30 Essential Skills for the Qualitative Researcher \ . Thousand Oaks, CA: Sage.

Writing a Statement of Purpose

Ask these questions:

What is it?

Why do I need to do it?

• It saves you valuable time and effort.

When and How to do it:

For example: One person was very concerned about air pollution and wanted to know if the government is doing anything to stop it. Her Statement of Purpose was this: I want to learn about what is being done by our government to stop air pollution. This Statement of Purpose will lead her to eventually write a Thesis Statement in which she will be able to make an assertion (a statement she can defend) and support it with the evidence she has gathered in her research. Her Thesis Statement may sound something like this: "In the United States, government regulation plays an important role in the fight against air pollution." Or, conversely, "United States government regulation has little effect in the fight against air pollution." Whichever the case, she will use the evidence she has gathered in her research to prove her Thesis Statement.

Make sure your Statement of Purpose is specific enough.

"I want to learn about the Dalai Lama."	"I want to know what role the Dalai Lama plays as the spiritual leader of the Tibetan people."
"I want to learn about 50 cent."	"I want to learn about what has influenced the music of 50 cent."
"I want to find out about teen gangs."	"I want to find out some ways to stop teen gang activity."
"I want to learn about AIDS."	"I want to know how close we are to a cure for AIDS."
"I want to know about pro basketball."	"I want to know what it takes to be a professional basketball player."
"I want to find out about the Marshall Plan"	"I want to know if the Marshall Plan still has any effect on the world's economy."
"I want to find out about Porsches and Trans Ams."	"I want to compare the performance of a Porsche 911 and a Pontiac Trans Am and see which I will buy when I have the money."
"I want to learn about teen pregnancy."	"I want to know how teenage pregnancy affects young fathers and young mothers differently."
"I want to find out about the juvenile criminal justice system."	"I want to know what juveniles experience when they get put in legal detention for committing a serious crime."
"I want to learn about the Crusades."	"I want to know why Christians and Muslims fought so hard with each other during the middle ages."

I think you probably get the idea by now. It may take a while to write your statement. If you are having trouble, ask a teacher or librarian for help.

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educational research techniques

Research techniques and education.

Research Purpose, Hypotheses, and Questions

Four key components to a research project are the purpose statement, research questions, hypotheses, and research objectives. In this post, we will define each of these.

Definitions

The purpose of this study is to examine the relationship between college completion and organizational commitment of undergraduate students in Thailand. 

Here is an example of a qualitative purpose statement.

The purpose of this study is to explore student experiences at a university in Thailand about completing their tertiary degree.

Both of these examples are short one-sentence responses to what the study will attempt to do. This is a critical first step in shaping the study.

Research Question

The research question(s) in a quantitative or qualitative study narrows the purpose down to a specific question(s) for the researcher to find answers. Below are examples from both the quantitative and qualitative perspective. We are continuing the research themes from the previous section on the purpose statement.

Quantitative

Does organizational commitment affect college completion of students?

Qualitative

What kinds of experiences have students had while completing their degree?

On closer examination, you may have noticed that the research questions sound a lot like the purpose statement. Research questions often split a part a long complex purpose statement into several questions. This is why questions sound so redundant when compared to the purpose statement. Despite this apparent problem, this thought process helps researchers to organize their thinking and proceed in a manner that is much more efficient.

The next two components only relate to quantitative research and they are the hypotheses and research objective(s). For this reason our illustration of qualitative concepts will stop at this point.

Hypotheses are statements a researcher makes about the potential outcome(s) of a study based on the examination of literature. Below is an example from the same theme as before.

Students who have a higher perception of organizational commitment will also have a higher likelihood of completing college.

Again, the wording of the research questions, hypotheses and purpose statement are similarly. The difference is only slightly and is due to context. Seeing these similarities quickly will help you to move faster in finishing a study. The difference between these elements is a matter of perspective rather than a strong difference, as they do sound awfully similar.

Research Objectives

Research objectives are the goals a researcher has for a study. This component is not always included in a study. Below is an example.

To examine the correlation between organizational commitment and the rate of college completion

Share this:

10 thoughts on “ research purpose, hypotheses, and questions ”.

This is the wrong use of the word, it should be “their” not “there”.

The purpose of this study is to explore student experiences at a university in Thailand about completing there tertiary degree.

Whoops, thanks for catching that

Thank you for this, very helpful 🙂

This has been helpful.

This was helpful. Thank you

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This was helpful.

Glad to be of service

As an emerging researcher, my worry is that I have six objectives but five research questions and hypotheses. Am I correct or they must all be the same in times of numbers? Thank you

Thank you, this information helped me so much.

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Importance of a Purpose Statement in Research

How to Write a Thesis Statement for a Summary

No matter what subject you are studying, serious research projects and papers require a statement of purpose. A statement of purpose explains to the reader what the goal of the study is, as well as what hypothesis will be tested and what types of studies or literature will be referenced. Without the statement of purpose, the reader may become lost in technical terms and data, or he may skip reading the study if he does not understand what its significance will be.

Location and Length

The purpose statement should come at the end of the introduction and can range in length from several sentences to an entire paragraph. Very often, the thesis statement will be included as part of the statement of purpose. The researcher should never reveal his or her findings in the statement of purpose, because then the reader has no reason to continue reading the study.

The statement of purpose should consist of several components to successfully communicate the rationale of the research to the reader. It should give the reader the framework for the research, and specifically, what field or area it will cover. It should discuss the main concepts of the paper and what process will be used for the investigation. It should also explain how results will be measured and what impact the study will have.

A statement of purpose is different than a thesis statement in several ways. A thesis statement sets up the main argument or claim the researcher is going to make, while the statement of purpose explains how the research was conducted and analyzed to make that claim. The statement of purpose also sets the stage for the thesis by introducing the topic and the breadth of the research.

How it Helps the Researcher

In addition to orienting the reader, the statement of purpose helps the researcher as he begins his project or paper. It does several things: it allows the researcher to delve more deeply into the topic, helps narrow the project focus to relevant information only, forms the thesis statement, and saves time during the research process. The researcher should know that several drafts of the statement can be written as he works through primary research.

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What Is the Function of the Hypothesis?

• University of Wisconsin-Madison: Thesis and Purpose Statements

Noel Rozny is a web editor and content manager who has been working in communications since 1998. She currently writes for the education and career blog, myPathfinder. She earned her bachelor's degree from the University of Michigan and her master's degree from the University of Chicago.

Purpose Statement: All You Need to Know

Every organization in the world knows “what” they do, most know “how” to do it, but only a few know “why” they do what they do. This “why” isn’t about profit maximization. It’s the reason for the organization’s existence.

See also: Mission Statement

What is a Purpose Statement

A purpose statement is one that clearly explains this “why” and its impact on human, societal, or environmental goals. It addresses the question – “What would the world lose if the company disappeared?” in the most believable, authentic, and inspiring words.

The simplest and most popular definition of a purpose statement is “A higher-order reason for an organization’s existence that goes beyond making money and adds value to society.” [1]

Why having a purpose is important

At its best, a purpose can act as a North Star, a guiding light that allows everyone in the organization from the leadership to the newest employee to understand what they must accomplish and serves as a filter for daily decisions.

In an organization with a well-defined purpose statement, every employee understands the “Why” behind the organization’s existence, defines it in the same way, and more importantly, feels a strong connection to that purpose.

While this might sound theoretical, its real-world implications are profound.

A study by Korn Ferry titled “People on a mission” found that organizations that took the challenging steps of defining their core purpose not only saw strong bottom-line results but also transformed all aspects of their business.

The study revealed such companies posted compounded annual growth rates (CAGR) of 9.85% compared to 2.4% for the whole S&P 500 Consumer Sector [2].

A purpose can also strongly influence an organization’s ability to attract and retain talent and customers. However, it has less effect on suppliers, prices, and other legal aspects:

Elon Musk’s companies, Tesla, and SpaceX, though very different in terms of what they do, exemplify the role of a well-defined purpose in shaping success.

As quoted by Mr. Musk, “Putting in long hours for a corporation is hard. Putting in long hours for a cause is easy.” This statement is well supported by the fact that Tesla and SpaceX have consistently ranked among the top choices for engineering talent in the US [3].

Post-pandemic, the significance of a company’s purpose has grown even more pronounced and had a downstream impact on hiring, morale, retention, and performance of employees.

According to a 2021 McKinsey study [4], nearly 70% of employees are reflecting on purpose because of the pandemic. The same study also found that employees who said they live their purpose at work were:

• Six and a half times more likely to report higher resilience.
• Four times more likely to report better health.
• Six times more likely to want to stay at the company.
• One and a half times more likely to go above and beyond for the company’s success.

In another PwC survey [5], 83% of the employees rated “meaning in day-to-day work” as important.

Elements of a good purpose statement

Before we define the elements of a purpose statement, it is important to distinguish between a company’s Purpose, Vision, Mission, Values, and Positioning.

Starting with the Purpose, an organization’s Vision, Mission, Values, and Positioning can be imagined as layers with each influencing the other as shown:

Many organizations use the terms Purpose and Mission interchangeably; However, the purpose defines the “why” while the mission is a big, bold step that is part of the ‘how’.

Purpose statements vary from being vague (e.g., Kroger’s “To feed the human spirit” [6]) to grandiose (e.g., Intel’s “create world-changing technology that improves the life of every person on the planet” [7]) to boring (e.g., Decathlon’s “to be useful for people” [8]).

A well-crafted purpose statement must represent the organization’s aspirations and send clear signals about what the company stands for. Creating one is as much a creative act as a strategic one.

A Harvard study analyzed 66 purpose statements from leading organizations around the world and gathered insights from senior leaders and employees. The learnings were used to develop a diagnostic framework that helps craft the best purpose statement for an organization based on its specific situation [9].

Known as the “SABRE” framework, it is based on five dimensions – four dimensions of content (i.e., what the purpose means) and one dimension of statement formulation (i.e., how the purpose statement itself is worded):

Must address a Societal cause

At a foundational level, a purpose statement must address a specific, pressing human, societal, or environmental need that the organization seeks to address or alleviate. However, not all organizations directly address such needs by virtue of their operations.

General-purpose companies, such as Microsoft or Airbnb, do not have a direct social or environmental impact due to their day-to-day operations, whereas social-purpose companies, such as Tesla, prioritize addressing social or environmental issues as a core mission alongside profitability.

Purpose statement for general-purpose organizations

Regardless of their type, an organization can still incorporate elements of societal impact into its purpose statement.

For example, Microsoft defines its purpose as “to empower every person and organization on the planet to achieve more” [10] which goes to show that even when a company is not directly involved in a societal cause, its purpose can still include elements of societal aspects.

Microsoft’s purpose can manifest itself in both ways, general purpose (its cloud computing business) as well as social purpose (X-Box adaptive controller for disabled kids, Office accessibility tools, AI for the visually impaired etc.).

Similarly, Airbnb’s purpose statement – ‘create a world where anyone can belong anywhere’ [11] is both grounded in everyday experience and stretches to an incredibly ambitious goal that seeks to break down barriers caused by cultural, geographical, and racial differences.

Airbnb went a step further to introduce the “Open Homes” program [12] which has helped countless people with temporary housing in times of natural calamities and crisis – a classic example of a social purpose manifestation.

Purpose statement for social-purpose organizations

It is easier to include the societal element in the purpose statement of companies that have a social purpose built into their core operations.

Tesla is a classic example. Its purpose statement is simple yet very powerful – “Accelerating the world’s transition to sustainable energy” [13].

This conveys huge environmental ambition and directly relates to what Tesla does – develop products that are not only sustainable but far superior to fossil-fuel alternatives, which might one day put an end to the era of fossil-fuel transport on the planet.

Must be Authentic

Stakeholders, both internal and external, look for companies in which they can place their trust. An organization’s stated purpose must accurately and honestly reflect its true aims. Otherwise, it can erode confidence and credibility in the eyes of these stakeholders.

ExxonMobil, for example, states its purpose as “Fueling the world safely and responsibly” [14]. However, the company downplayed the adverse impact of climate change for decades despite the knowledge of its causes and dangers since the 70s [15] [16].

Exxon has since been one of the prime targets of activists and politicians angered by the oil industry’s efforts to block action on climate change. Similarly, Philip Morris International’s purpose statement (which it changed in 2016) is “to deliver a smoke-free future”, but in 2022 alone, it shipped over 621 billion cigarettes [17].

Authenticity is also crucial to maintaining employee motivation and engagement. When employees perceive a mismatch between the stated purpose and the daily realities of organizational life, it can lead to disenchantment and, ultimately, the decision to quit.

For example, Volkswagen’s values include “sustainability and community: for the future. for everyone” [18]. However, when the group was hit by the Dieselgate emission scandal, its employee satisfaction took a significant hit.

Before the scandal broke, VW was rated the best in almost every dimension of workplace satisfaction when compared to peers such as BMW, Mercedes, and its own subsidiary, Audi.

When news of its emissions testing misconduct emerged, those positive numbers tanked, and VW was rated worst in 12 out of 13 dimensions of an employment survey [19].

Leaders can identify gaps between a company’s stated purpose and its actual direction by including questions related to the purpose statement in regular employee surveys.

Companies that misrepresent themself in their purpose statement also end up disappointing customers and investors which can give rise to accusations of purpose-washing, dilute brand value and damage reputation [20].

Must be Believable

A good purpose statement must be believable in the sense that it must be within the power of the organization to allocate resources and assess progress towards fulfilling that purpose.

Statements that are too grandiose, such as a small NGO claiming to “eliminate hunger in the world” or vague statements such as “to help make the world better” often fail the believability test and end up being uninspiring. Stakeholders then end up asking “But how?”.

For example, AT&T’s statement – “Connecting people to greater possibility – with expertise, simplicity, and inspiration” [21] scores high on the believability dimension as it aligns perfectly with AT&T’s operations in wireless communication and is well within the means of its resources.

Must be relevant to Beneficiaries

A clear purpose statement can not only clarify but also inspire desired behaviors toward its beneficiaries. But to do that, it must clearly indicate who the beneficiaries are – the segment of society (or the environment) it intends to benefit.

In a 2020 survey by PwC that covered over 2,000 CEOs, more than half the respondents (51%) failed to mention any beneficiaries (the who) in their purpose statements [22].

Statements that fail to mention beneficiaries remain all but abstract.

For example, statements such as “to improve profit, sustainable growth, and long-term stability” and “improve health and well-being” could potentially create confusion as to whose health are we talking about — is it customers, employees, the public, or another group?

A good way to avoid this is to put the beneficiaries at the forefront of the statement and reference how the organization benefits them.

For example, S&P Global’s purpose statement – “We accelerate progress in the world by providing intelligence that is essential for companies, governments and individuals to make decisions with conviction” clearly communicates the role of S&P along with the section of stakeholders it intends to serve [23].

Must be Engaging

This is the dimension of a purpose statement that lays emphasis on how it is worded.

Great purpose statements are engaging and inspiring and appeal to the heart as much as to the mind. They are crisp, impactful, and leave a lasting impression on memory. In contrast, when statements are too long, they become unclear and lose their grip on people’s attention.

For example, compare Mastercard’s:

“We work to connect and power an inclusive digital economy that benefits everyone, everywhere by making transactions safe, simple, smart and accessible, Connecting everyone to Priceless possibilities” [24]

with that of Bank of America’s:

“To help make financial lives better through the power of every connection.” [25]

While Mastercard’s statement is detailed and lays emphasis on inclusivity, safety, and accessibility, it is also lengthy and less likely to be remembered. In contrast, Bank of America’s purpose statement is concise, powerfully conveys its intent, and leaves its mark in the memory.

While there are no definite guidelines as to how a purpose statement must be worded, the following guidelines come in handy:

• A purpose statement must be inspiring – It must be aspirational, inspirational, and even poetic and must reveal the “engine” that keeps a company running.
• Must be as short and sweet as possible to aid memorability. (For example, Google’s short yet powerful – “To organize the world’s information”)
• Must have an outcome (For example, Barbie’s “To inspire the limitless potential in every girl”)
• Must create tension – a great purpose statement must unite conflicting intentions that create a space for continuous innovation and growth. For example, IKEA’s “To create a better everyday life for the many people” [26] conveys the company’s goal to make durable, sustainably made furniture (which can be expensive) but at the lowest possible cost.
• Must strike a balance between aspiration and precision. It must be aspirational but not vague, precise but not limiting and must leave room for a company to grow. For example, Lego’s “To inspire and develop the builders of tomorrow” [27]
• It should be systemic and rational but also emotional; it should resonate with members of the organization and inform their decision-making.

A purpose statement can evolve with time

Companies are not static. There are many examples of successful companies that reinvented their business. Samsung started as a company trading dried fish and groceries while Nokia started as a pulp mill.

As a company grows or the context around it changes, its purpose may need to be reframed.

For example, Tesla changed its purpose statement from “we exist to accelerate the planet’s transition to sustainable transport ” to “we exist to accelerate the planet’s transition to sustainable energy .”

Tesla’s offerings today expand beyond cars into products such as solar roofs, power-wall batteries that power homes during outages, and megapacks that stabilize renewable energy electric grids during peak power demand.

Additionally, with the shift towards stakeholder capitalism, companies are forced to redefine what success looks like and how to achieve it. With the change in the traditional mindset of maximizing value for shareholders to maximizing it for all stakeholders, companies are increasingly finding their very purpose questioned.

For example, British Petroleum (BP) has been an energy company involved in extractive industries since its founding. In 2020, BP changed its purpose to reflect its commitment to become a net-zero carbon emitter. Its purpose statement changed from “Making energy more” to “reimagining energy for people and planet” [28].

Delivering value with purpose: The 5P framework

Companies that live by their purpose radiate authenticity and do well by doing good. Leaders allocate capital and resources with purpose in mind while employees use purpose as a guiding star for decision-making. Customers, suppliers, partners, and investors in such companies recognize their value proposition.

But developing such dynamics can be hard. It requires leaders to embed purpose throughout the organization.

McKinsey & Company has proposed a five-step framework that companies can use to make purpose real, steer clear of potential vulnerabilities, and help unlock meaningful value [29]:

Called the 5Ps framework, it consists of five critical elements:

1. Portfolio strategy and products

Demonstrating purpose in the products and services requires a two-step process. First, the business portfolio must align with the company’s purpose. Second, a company must fill out its businesses with products and services that match its chosen portfolio and winnow out those that don’t.

While most companies will not have the choice of starting from a clean slate in terms of the industries and sectors, almost all can identify ways to reshape their business mix in an active, purposeful way.

For example, BP has reimagined what an energy company can be. It not only exited its petrochemicals businesses but also announced plans to shrink its legacy oil & gas businesses by 40% by 2030.

BP is on the path to scale up its low-carbon energy businesses such as bioenergy, hydrogen, and electric-vehicle charging, and to put itself on a path to become a net-zero carbon emitter by 2050 or sooner [30].

Google’s parent company, Alphabet prioritizes “freedom and focus” and in line with it, google restricts Play Store apps that promote gambling and those that offer personal loans with excessive annual percentage rates.

Likewise, toy companies are genuinely embracing diversity, equity and inclusion by learning and collaborating with identity-based communities to improve products. Mattel, the company that manufactures Barbie now offers dolls in a wide variety of body sizes, skin tones, hair textures, and ability status [31].

2. People and culture

As every purpose is about human beings, a company’s employees and its stakeholders serve as sources of strength and a hard check against inauthenticity. An organization’s purpose must align at critical points with its people and culture.

This process starts with hiring. As changing people can be hard, managers must actively screen for individuals who share values that align with the company’s purpose. Human resource decisions must be grounded in purpose and must drive people’s development and career pathways.

Mindsets and behaviors linked to company purpose must be well-articulated and “role-modeled”. Aligning with purpose is not about management saying some nice words and calling it a day. Unless it is reflected in key performance indicators (KPI), benefits are limited.

People want purpose and meaning from their work. Organizations that can genuinely satisfy this need are the ones with the most engaged employees. Passionate employees radiate enthusiasm to customers and communities alike.

Studies have shown that organizations with engaged employees achieve earnings-per-share growth that is more than four times that of their competitors [32].

3. Processes and systems

This element addresses the “how” of the business model: the operational initiatives and governance mechanisms that an organization depends upon to realize its purpose.

While some aspects of these elements are dictated by regulations and industry standards, an organization must go beyond to be the best and set an example. Embedding purpose into a company’s processes and systems requires looking beyond a firm’s four walls.

For example, Patagonia, whose purpose is “to save our home planet”, does not stop at being carbon-neutral in its own processes. Acknowledging that the bulk of its emissions (95%) comes from its supply chain and materials manufacturing, Patagonia has stood up and taken responsibility for all of it.

It holds itself accountable by setting ambitious goals across the company and its network of partners in alignment with a set of standards based on its Science Based Target Initiative (SBTi) [33].

4. Performance metrics

As only that which gets measured gets managed, it is crucial to measure purpose. This means identifying the KPIs attached to a company’s purpose, tracking them over time, and incenting employees to meet purpose targets.

Since purpose expresses what a company stands for and aspires to be, purpose metrics should extend beyond the day-to-day operations to include allocation decisions such as capital expenditures and M&A, as well as company-wide transformation initiatives.

Organizations are increasingly adopting such practices. For example, a global study that looked at the prevalence of ESG-linked pay for executives found that 38% of the listed firms followed the practice in 2021 compared to just 1% in 2011 [34].

Companies can use a range of KPIs and tools but, because every purpose is unique to an organization, off-the-shelf solutions are seldom as effective as the ones that are carefully tailored.

Companies can also go beyond monetary incentives to encourage community outreach by celebrating offices and employees who contribute measurably to the organization’s mission. Behavioral economics principles can be used to “nudge” for positive behavior, such as energy saving or waste reduction.

Sometimes, simply showing employees and other stakeholders how the organization is progressing along metrics such as diversity or sustainability reinforces the purpose and helps build momentum for more.

5. Positions and communication

A company’s purpose must be hardwired into its positions, communications, and external engagement. Artificial expressions of purpose ring false, and stakeholders recognize inauthenticity.

Sadly, In the rush to stand for something, organizations have risked putting the purpose ‘story’ ahead of the purpose plan and actions. When ‘purpose promise’ does not match the ‘purpose experience’, organizations face a real risk of reputational damage.

For example, when McDonald’s launched ‘McPlant’, its meat-free burger, critics were quick to point out McDonald’s inaction on sustainability issues and the lack of a clear link between the launch of ‘McPlant’ and its current sustainability plan.

McDonald’s has been years behind competitors like White Castle and Burger King in fully introducing plant-based burger options [35].

Purpose-washing: The dangers and how to avoid it

Companies today are in a rush to match their core purpose with the values of society, such as inclusion, fairness, and respect and have become more outspoken about environmental and social issues.

Customers, employees, investors, and communities are increasingly expecting businesses to express a clear and public position on issues that matter to them.

Unfortunately, such highly visible pledges of purpose commitment have, paradoxically, also resulted in public concern and backlash. 56% of people now believe that purpose-driven marketing is a way for firms to promote their goods, rather than a real commitment to solve social or environmental problems [36].

What is purpose-washing

When an organization’s purpose statement is communicated to external stakeholders, a lack of perceived authenticity can easily escalate into accusations of purpose-washing – a term that combines the concepts of greenwashing and woke-washing.

Greenwashing refers to companies portraying themselves as environmentally conscious even though their actions do not align with their claims. Woke-washing is an accusation that arises when companies claim to care about socio-political issues, but stakeholders believe they do not.

In both cases, claims that are based on a broader purpose that goes beyond economic profit maximization are not perceived as consistent with actions.

Examples of companies accused of purpose-washing

The below table gives an overview of companies in different industries that have faced accusations of purpose-washing for varied reasons:

L’Oréal Paris,	Cosmetics	Diversity and inclusion	Munroe Bergdorf, a transgender model, was hired by L’Oréal to represent its diversity initiative; however, upon speaking out against racism in the workplace, her contract was immediately terminated. This move seemed to go against L’Oréal’s stated commitment to diversity [37].
H&M	Fashion	Racially insensitive	H&M’s stated purpose is to promote diversity and inclusion. It received accusations of racial insensitivity due to a black boy modeling in a hoodie bearing the inscription ‘the coolest monkey in the jungle’. Another instance involved a young black model with poorly maintained hair, which was perceived to be supporting a negative stereotype [38].
Volkswagen	Automobile	Environmental damage and deception	VW’s stated purpose was to deliver sustainable cars for a better future. The company was accused of tampering with emissions testing, which resulted in the ‘Dieselgate’ scandal and major financial losses [39].
Nike	Sportswear	Ingenuine about racial injustice	The purpose of Nike’s ‘For Once, Don’t Do it’ campaign, which was launched during the height of the Black Lives Matter Movement, was to promote racial equality. The accusation claimed that Nike was ingenuine and simply jumping on the bandwagon due to the popularity of the issue [42].
Audi	Automobile	Gender inequality	The stated purpose of Audi’s advertising campaign was to advocate for women’s empowerment. The accusation was that the company lacked female representation at the executive level [43].
M&M’s	Food and beverages	Gender inequality	M&M’s purpose was to have a gender balance within the iconic chocolate mascots. The accusation involved changing the female mascot’s shoes from high heels to sneakers, which was perceived by critical consumers to be an indication that the organization missed the point of feminism and just wanted to exhibit a ‘progressive’ image [44].

Source: Purpose-washing: What it is, and how to avoid it, King’s Business School [36]

Numerous companies across industries have come under fire for misalignment between their stated purposes and actual behavior for a variety of reasons and to different degrees.

Staying clear of purpose-washing

In addition to the obvious ethical concerns, negative consequences of purpose-washing include a decrease in trust, damaged reputation, and substantive financial losses. When organizations take a public stance based on their purpose, they join a broader public conversation on the topic.

According to research by Paul A. Argenti, professor of corporate communication at Dartmouth College’s Tuck School of Business [45], there are three considerations that managers must bear in mind when they speak in public or take a stand on matters related to their purpose:

Does the issue align with the organization’s strategy?

An organization’s strategy is based in part on the company’s mission and values. If there is a misalignment with the issue being spoken out on, such statements will be viewed as inauthentic.

Can the organization meaningfully influence the issue?

If the organization does not have the expertise and resources to make a difference or is not willing to commit financial resources towards the cause, then the organization risks being seen as hypocritical or being accused of “woke-washing.”

Will the constituencies agree with speaking out?

Every organization works with constituencies – distinct groups or entities that have a stake or interest in the organization’s decisions and actions. (e.g., customers, investors, employees, etc.). If the key constituencies agree with the position taken by the organization, then the risk of disrupting future business is greatly reduced. However, when these constituencies disagree, it becomes crucial to discuss and carefully weigh the position based on relative importance to business.

If a company meets all the above conditions, it can join or even initiate a public conversation around its purpose without the risk of being accused of purpose-washing. However, if only two of the conditions are met, it is better to wait and join the debate later rather than acting as a conversation starter.

When just one condition is met, it is critical to keep track of the situation and determine

whether and when it is suitable to voice a stance. If none of the conditions are met, the company should refrain from commenting on the matter.

Initiating effective purpose-driven campaigns

Once an organization decides to take a public stance, three guiding principles are important.

First, it must carefully consider how to communicate its commitment in a meaningful manner. It is insufficient to merely issue campaigns and merchandise relating to their purpose as the perception of authenticity relies strongly on stakeholders correctly interpreting the alignment of the stated purpose with the company’s practice.

Second, the stance must be unambiguous. Research indicates that staying neutral and thus not taking a clear stance, can lead to a lack of perceived authenticity [46]. While striving for fair representation is vital, it is also critical that a company’s stance is clear, well-thought-out and displays a real commitment to its principles.

Finally, the message must be consistent for it enhances authenticity.

Thus, purpose can be a source of powerful competitive advantage, but only when it is genuine and infused into an organization’s business model.

Read also: Mission Statement

1. “The Power Of Purpose: The 7 Elements Of A Great Purpose Statement (Part 1)”. Forbes, https://www.forbes.com/sites/afdhelaziz/2020/02/18/the-power-of-purpose-the-7-elements-of-a-great-purpose-statement/?sh=1470a4473fad . Accessed 08 Apr 2024.

2. “People on a mission”. Korn Ferry Institute, https://www.kornferry.com/content/dam/kornferry/docs/article-migration/Korn_Ferry_People_on_a_Mission_1219.pdf . Accessed 08 Apr 2024.

3. “The 20 employers engineering students most want to work for”. Business Insider, https://www.businessinsider.in/policy/economy/news/the-20-employers-engineering-students-most-want-to-work-for/slidelist/93758602.cms . Accessed 08 Apr 2024.

4. “The search for purpose at work”. McKinsey & Company, https://www.mckinsey.com/capabilities/people-and-organizational-performance/our-insights/the-search-for-purpose-at-work . Accessed 08 Apr 2024.

5. “Putting Purpose to Work: A study of purpose in the workplace”. PwC, https://www.pwc.com/us/en/purpose-workplace-study.html . Accessed 08 Apr 2024.

6. “Our Purpose”. Kroger, https://www.thekrogerco.com/about-kroger/ . Accessed 08 Apr 2024.

7. “General Information about Intel Corporation: What Are Intel’s Purpose, Commitments, Values, Vision, and Brand?”. Intel, https://www.intel.com/content/www/us/en/support/articles/000015119/programs.html . Accessed 08 Apr 2024.

8. “About us”. Decathlon, https://sustainability.decathlon.com/about-decathlon . Accessed 08 Apr 2024.

9. “What Makes a Great Corporate Purpose Statement”. Harvard Business Review, https://hbr.org/2023/09/what-makes-a-great-corporate-purpose-statement . Accessed 07 Apr 2024.

10. “What we value”. Microsoft, https://www.microsoft.com/en-us/about/values . Accessed 07 Apr 2024.

11. “Airbnb 2019 Business Update”. Airbnb, https://news.airbnb.com/airbnb-2019-business-update/ . Accessed 07 Apr 2024.

12. “Airbnb’s Open Homes platform hopes to house 100,000 displaced people”. The Spaces, https://thespaces.com/airbnbs-open-homes-platform-hopes-to-house-100000-displaced-people/ . Accessed 07 Apr 2024.

13. “About”. Tesla, https://www.tesla.com/about . Accessed 07 Apr 2024.

14. “Who we are”. Exxon Mobil, https://corporate.exxonmobil.com/who-we-are . Accessed 07 Apr 2024.

15. “Exxon’s Climate Denial History: A Timeline”. Greenpeace, https://www.greenpeace.org/usa/fighting-climate-chaos/exxon-and-the-oil-industry-knew-about-climate-crisis/exxons-climate-denial-history-a-timeline/ . Accessed 07 Apr 2024.

16. “ExxonMobil loses bid to nix climate change lawsuit”. The Associated Press, https://apnews.com/article/climate-environment-darren-woods-lawsuits-9650332ea94d2ee22eb415e80b142134 . Accessed 07 Apr 2024.

17. “Is PMI Really Creating a ‘Smoke-Free Future’?”. Exposetobacco.org, https://exposetobacco.org/news/pmi-smoke-free-future/ . Accessed 08 Apr 2024.

18. “Our Values and Actions”. Volkswagen, https://www.vw.com/en/our-values-and-actions.html . Accessed 08 Apr 2024.

19. “How Volkswagen Rallied Its Employees After Its Emissions Scandal (At Least For Now)”. Forbes, https://www.forbes.com/sites/karstenstrauss/2017/07/26/how-volkswagen-rallied-its-employees-after-its-emissions-scandal-at-least-for-now/ . Accessed 07 Apr 2024.

20. “The Evolution Of Purpose Wash And How To Avoid It”. CEO Today, https://www.ceotodaymagazine.com/2020/12/the-evolution-of-purpose-wash-and-how-to-avoid-it/ . Accessed 07 Apr 2024.

21. “Our Purpose”. AT&T, https://about.att.com/pages/corporate-profile . Accessed 07 Apr 2024.

22. “Why corporate purpose statements often miss their mark”. PwC, https://www.strategy-business.com/article/Why-corporate-purpose-statements-often-miss-their-mark . Accessed 08 Apr 2024.

23. “We are S&P Global.”. S&P Global, https://www.spglobal.com/en/who-we-are/ . Accessed 08 Apr 2024.

24. “About Mastercard”. Mastercard, https://www.mastercard.us/en-us/vision/who-we-are.html . Accessed 08 Apr 2024.

25. “Our company”. Bank of America, https://about.bankofamerica.com/en/our-company . Accessed 08 Apr 2024.

26. “The IKEA vision and values”. IKEA, https://www.ikea.com/gb/en/this-is-ikea/about-us/the-ikea-vision-and-values-pub9aa779d0 . Accessed 08 Apr 2024.

27. “Purpose”. Kirkbi, https://www.kirkbi.com/about/purpose/ . Accessed 08 Apr 2024.

28. “Presentation – Bernard Looney”. BP, https://www.bp.com/content/dam/bp/business-sites/en/global/corporate/pdfs/investors/2q-strategy-2020-bernard-looney-strategy-overview.pdf . Accessed 08 Apr 2024.

29. “More than a mission statement: How the 5Ps embed purpose to deliver value”. McKinsey & Company, https://www.mckinsey.com/capabilities/strategy-and-corporate-finance/our-insights/more-than-a-mission-statement-how-the-5ps-embed-purpose-to-deliver-value . Accessed 08 Apr 2024.

30. “Insight: Inside BP’s plan to reset renewables as oil and gas boom”. Reuters, https://www.reuters.com/business/sustainable-business/inside-bps-plan-reset-renewables-oil-gas-boom-2023-03-07/ . Accessed 08 Apr 2024.

31. “She’s a Barbie girl, in a new world”. Mashable, https://mashable.com/feature/barbie-diverse-inclusive . Accessed 08 Apr 2024.

32. “The Power Of Purpose: The Business Case For Purpose (All The Data You Were Looking For Pt 2)”. Forbes, https://www.forbes.com/sites/afdhelaziz/2020/03/07/the-power-of-purpose-the-business-case-for-purpose-all-the-data-you-were-looking-for-pt-2/ . Accessed 08 Apr 2024.

33. “The Climate Crisis Is Our Business”. Patagonia, https://www.patagonia.com/climate-goals/ . Accessed 08 Apr 2024.

34. “Executive Compensation Tied to ESG Performance: International Evidence”. SHIRA COHEN, IGOR KADACH, GAIZKA ORMAZABAL, STEFAN REICHELSTEIN, https://onlinelibrary.wiley.com/doi/full/10.1111/1475-679X.12481 . Accessed 08 Apr 2024.

35. “Hold the beef: McDonald’s avoids the bold step it must take to cut emissions”. Guardian, https://www.theguardian.com/environment/2021/dec/10/mcdonalds-emissions-beef-burgers . Accessed 08 Apr 2024.

36. “Purpose-washing: What it is, and how to avoid it”. KING’S BUSINESS SCHOOL, https://www.kcl.ac.uk/business/assets/research/literature-review-purpose-washing.pdf . Accessed 08 Apr 2024.

37. “Munroe Bergdorf accuses L’Oréal of racial hypocrisy”. The Guardian, https://www.theguardian.com/fashion/2020/jun/02/munroe-bergdorf-accuses-loreal-of-racial-hypocrisy . Accessed 07 Apr 2024.

38. “H&M Apologizes for ‘Monkey’ Image Featuring Black Child”. The New York Times, https://www.nytimes.com/2018/01/08/business/hm-monkey.html . Accessed 06 Apr 2024.

39. “What Was the Dieselgate Scandal?”. International Environmental Technology, https://www.envirotech-online.com/news/air-monitoring/6/international-environmental-technology/what-was-the-dieselgate-scandal/59471 . Accessed 06 Apr 2024.

40. “This article is more than 5 years old Stonewall and Primark criticised for Pride T-shirts made in Turkey”. The Guardian, https://www.theguardian.com/world/2018/aug/02/stonewall-and-primark-criticised-pride-t-shirts-made-in-turkey-lgbt-rights . Accessed 08 Apr 2024.

41. “The Starbucks Anti-Pride Controversy, Explained”. Bon Appetit, https://www.bonappetit.com/story/starbucks-anti-pride-controversy . Accessed 08 Apr 2024.

42. “6 months later: Activist marketing takeaways from Nike, Ben & Jerry’s calls for racial justice”. Marketing Dive, https://www.marketingdive.com/news/6-months-later-activist-marketing-takeaways-from-nike-ben-jerrys/591421/ . Accessed 08 Apr 2024.

43. “Why Audi’s Super Bowl Ad Failed”. Forbes, https://www.forbes.com/sites/jeffkauflin/2017/02/06/why-audis-super-bowl-ad-failed/ . Accessed 08 Apr 2024.

44. “How M&M’s Became the Latest Flash Point in the Culture Wars”. Time, https://time.com/6249551/m-m-candy-mascots-culture-wars/ . Accessed 08 Apr 2024.

45. “When Should Your Company Speak Up About a Social Issue?”. Harvard Business Review, https://hbr.org/2020/10/when-should-your-company-speak-up-about-a-social-issue . Accessed 08 Apr 2024.

46. “Woke brand activism authenticity or the lack of it”. Abas Mirzaei, Dean Wilkie and Helen Siuki , https://www.researchgate.net/publication/355082665_Woke_brand_activism_authenticity_or_the_lack_of_it . Accessed 07 Apr 2024.

47. “Your Corporate Purpose Changed. Has Your Strategy Kept Up?”. Harvard Business Review, https://hbr.org/2022/07/your-corporate-purpose-changed-has-your-strategy-kept-up . Accessed 07 Apr 2024.

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Purpose of the Study: Common Errors in Writing Your Purpose Statement

The Purpose of the Study is perhaps the single most important sentence in your dissertation. In conjunction with the Problem Statement, it guides the focus of your research. Your research questions, methodology, and data analysis are all guided by the purpose of the study.

The “Purpose of the Study” section consists of a few short paragraphs describing, aptly, the purpose of your study. Within this section is the “Purpose Statement,” which is a single sentence.

It’s the distillation of your study’s purpose, and that particular sentence will show up again and again in your paper. It generally includes (a) the research paradigm, (b) the intent of the study (such as describe, develop, explore, etc.), and (c) the phenomenon of interest.

It’s also a sentence that many students struggle with, and find themselves revising multiple times before it’s finally accepted. My goal here is to give you all the information you need to create a stellar purpose statement the first time around.

Purpose of the Study in a Single Sentence

Your purpose statement distills the purpose of your study into a single sentence. It indicates the study’s method and overarching goal. This sentence is contained in the “Purpose of the Study” section. It should be a logical, explicit research response to the stated problem (more on that later). 

Elements of the Purpose Statement: 

Include the following elements in your purpose statement:

• Identify the research method (qualitative, quantitative, or mixed-method. Usually this is as simple as saying, “the purpose of this qualitative study is…”).
• The stated purpose reflects the research questions (make sure to identify variables/constructs and the central phenomenon/concept/idea).
• Clearly state the research design.
• Ensure the purpose (as well as the method/design) is aligned with the problem statement.  
• Identify participants or other data sources. 
• Identify the geographic location of study (when relevant).

Purpose of the Study Template

For Qualitative Studies

The purpose of this quantitative study is to ___[describe, compare, explore, or develop] ____ [describe the study goal that directly reflects and encompasses the research questions] in [describe the population or data source and geographic location]. [Brief overview of how, with what instruments/data, with whom, and where]

For Quantitative Studies:

The purpose of this quantitative study is to ___[describe, compare, correlate, explore, or develop] ____ [describe the study goal that directly reflects and encompasses the research questions] in [describe the population or data source and geographic location]. [State the independent, dependent, and covariate variables]. [Brief overview of how, with what instruments/data, with whom, and where]

How Long Should the Purpose of the Study Section Be?

Speaking with a Dissertation Chair about the Purpose of the Study section, he said simply, “Don’t make it too long. State the purpose and go onto something else.” That’s good advice. 

Treat dissertation sections like testifying in court (anything you say can and will be used against you by your committee). If you’re asked, “Do you know what time it is?” the correct answer is “yes” or “no,” not “Oh yes, it’s 11:30 and I have a meeting with Charlie in half an hour.” 

Similarly, in the Statement of the Purpose section, just give the purpose, whatever is required by your university’s template, and not much else. This can be accomplished within a few pages at most.

Aligning the Purpose of the Study With the Rest of Your Paper

Keeping your paper in alignment is an extraordinarily important part of writing your dissertation. What this means is that your Problem Statement, Purpose Statement, and Research Questions all say essentially the same thing (just with different wording).

Aligning the Purpose Statement with the Problem Statement

Your problem statement should have two parts–a General Problem and a Specific Problem. The general problem is an overarching view of the problem you’re looking to address–this is what you would tell a curious person asking what you’re studying. The Specific Problem is always a gap in research. “The specific problem is that ___ is not known.”

The language that you use to fill in the blank is the same language you should use for the purpose statement. 

Problem : “The problem is that x isn’t known”

Purpose : “The purpose is to find x out”

• The problem is that we don’t know what factors influence parent involvement in schools.
• The purpose is to determine the factors that determine parent involvement in schools.
• The problem is that we don’t know the impact of Covid-19 unemployment on stock prices.
• The purpose is to determine the impact of Covid-19 unemployment on stock prices.

The professor I interviewed said, “Your committee wants to see you being consistent. ‘My problem is x. My purpose is to explore the problem.’ Period. Don’t have more than one purpose, and don’t stray from your problem statement.”

Aligning the Purpose Statement with the Research Questions

The research questions should arise directly from the purpose statement. For example:

What factors do parents report impact their involvement in schools?

To what degree is there a significant relationship between Covid-19 unemployment and stock prices?

There could be additional research questions for each of these studies, but you get the idea: ensure that your research question arises from the purpose statement and the purpose statement arises from the problem statement.  These steps create the foundation of your study, and doing it this way will ensure there is alignment.

Mistakes People Make When Writing Their Purpose Statement

• Writing the purpose statement apart from their problem statement, so the purpose doesn’t directly relate to the problem.
• Trying to take on too much in one study — too big a problem to study while you’re paying tuition. (Save those larger studies for when you’re being paid.)
• Trying to be creative with wording and thereby veering away from the problem statement.
• Creating multiple purpose statements. 

In short, you’re trying to find information that will help your field better understand a problem that’s important to you. Your job in your dissertation is to address the problem, and your purpose statement will tell us that.

Related posts:

Nicholas Tippins

Nicholas Tippins is the Founder & Executive Director of My Dissertation Editor. He has edited more dissertations than he can count. When not managing his business, he can be found playing the guitar or wandering around in the woods.

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The Research Problem & Statement

What they are & how to write them (with examples)

By: Derek Jansen (MBA) | Expert Reviewed By: Eunice Rautenbach (DTech) | March 2023

If you’re new to academic research, you’re bound to encounter the concept of a “ research problem ” or “ problem statement ” fairly early in your learning journey. Having a good research problem is essential, as it provides a foundation for developing high-quality research, from relatively small research papers to a full-length PhD dissertations and theses.

In this post, we’ll unpack what a research problem is and how it’s related to a problem statement . We’ll also share some examples and provide a step-by-step process you can follow to identify and evaluate study-worthy research problems for your own project.

Overview: Research Problem 101

What is a research problem.

• What is a problem statement?

Where do research problems come from?

• How to find a suitable research problem
• Key takeaways

A research problem is, at the simplest level, the core issue that a study will try to solve or (at least) examine. In other words, it’s an explicit declaration about the problem that your dissertation, thesis or research paper will address. More technically, it identifies the research gap that the study will attempt to fill (more on that later).

Let’s look at an example to make the research problem a little more tangible.

To justify a hypothetical study, you might argue that there’s currently a lack of research regarding the challenges experienced by first-generation college students when writing their dissertations [ PROBLEM ] . As a result, these students struggle to successfully complete their dissertations, leading to higher-than-average dropout rates [ CONSEQUENCE ]. Therefore, your study will aim to address this lack of research – i.e., this research problem [ SOLUTION ].

A research problem can be theoretical in nature, focusing on an area of academic research that is lacking in some way. Alternatively, a research problem can be more applied in nature, focused on finding a practical solution to an established problem within an industry or an organisation. In other words, theoretical research problems are motivated by the desire to grow the overall body of knowledge , while applied research problems are motivated by the need to find practical solutions to current real-world problems (such as the one in the example above).

As you can probably see, the research problem acts as the driving force behind any study , as it directly shapes the research aims, objectives and research questions , as well as the research approach. Therefore, it’s really important to develop a very clearly articulated research problem before you even start your research proposal . A vague research problem will lead to unfocused, potentially conflicting research aims, objectives and research questions .

What is a research problem statement?

As the name suggests, a problem statement (within a research context, at least) is an explicit statement that clearly and concisely articulates the specific research problem your study will address. While your research problem can span over multiple paragraphs, your problem statement should be brief , ideally no longer than one paragraph . Importantly, it must clearly state what the problem is (whether theoretical or practical in nature) and how the study will address it.

Here’s an example of a statement of the problem in a research context:

Rural communities across Ghana lack access to clean water, leading to high rates of waterborne illnesses and infant mortality. Despite this, there is little research investigating the effectiveness of community-led water supply projects within the Ghanaian context. Therefore, this study aims to investigate the effectiveness of such projects in improving access to clean water and reducing rates of waterborne illnesses in these communities.

As you can see, this problem statement clearly and concisely identifies the issue that needs to be addressed (i.e., a lack of research regarding the effectiveness of community-led water supply projects) and the research question that the study aims to answer (i.e., are community-led water supply projects effective in reducing waterborne illnesses?), all within one short paragraph.

Need a helping hand?

Wherever there is a lack of well-established and agreed-upon academic literature , there is an opportunity for research problems to arise, since there is a paucity of (credible) knowledge. In other words, research problems are derived from research gaps . These gaps can arise from various sources, including the emergence of new frontiers or new contexts, as well as disagreements within the existing research.

Let’s look at each of these scenarios:

New frontiers – new technologies, discoveries or breakthroughs can open up entirely new frontiers where there is very little existing research, thereby creating fresh research gaps. For example, as generative AI technology became accessible to the general public in 2023, the full implications and knock-on effects of this were (or perhaps, still are) largely unknown and therefore present multiple avenues for researchers to explore.

New contexts – very often, existing research tends to be concentrated on specific contexts and geographies. Therefore, even within well-studied fields, there is often a lack of research within niche contexts. For example, just because a study finds certain results within a western context doesn’t mean that it would necessarily find the same within an eastern context. If there’s reason to believe that results may vary across these geographies, a potential research gap emerges.

Disagreements – within many areas of existing research, there are (quite naturally) conflicting views between researchers, where each side presents strong points that pull in opposing directions. In such cases, it’s still somewhat uncertain as to which viewpoint (if any) is more accurate. As a result, there is room for further research in an attempt to “settle” the debate.

Of course, many other potential scenarios can give rise to research gaps, and consequently, research problems, but these common ones are a useful starting point. If you’re interested in research gaps, you can learn more here .

How to find a research problem

Given that research problems flow from research gaps , finding a strong research problem for your research project means that you’ll need to first identify a clear research gap. Below, we’ll present a four-step process to help you find and evaluate potential research problems.

If you’ve read our other articles about finding a research topic , you’ll find the process below very familiar as the research problem is the foundation of any study . In other words, finding a research problem is much the same as finding a research topic.

Step 1 – Identify your area of interest

Naturally, the starting point is to first identify a general area of interest . Chances are you already have something in mind, but if not, have a look at past dissertations and theses within your institution to get some inspiration. These present a goldmine of information as they’ll not only give you ideas for your own research, but they’ll also help you see exactly what the norms and expectations are for these types of projects.

At this stage, you don’t need to get super specific. The objective is simply to identify a couple of potential research areas that interest you. For example, if you’re undertaking research as part of a business degree, you may be interested in social media marketing strategies for small businesses, leadership strategies for multinational companies, etc.

Depending on the type of project you’re undertaking, there may also be restrictions or requirements regarding what topic areas you’re allowed to investigate, what type of methodology you can utilise, etc. So, be sure to first familiarise yourself with your institution’s specific requirements and keep these front of mind as you explore potential research ideas.

Step 2 – Review the literature and develop a shortlist

Once you’ve decided on an area that interests you, it’s time to sink your teeth into the literature . In other words, you’ll need to familiarise yourself with the existing research regarding your interest area. Google Scholar is a good starting point for this, as you can simply enter a few keywords and quickly get a feel for what’s out there. Keep an eye out for recent literature reviews and systematic review-type journal articles, as these will provide a good overview of the current state of research.

At this stage, you don’t need to read every journal article from start to finish . A good strategy is to pay attention to the abstract, intro and conclusion , as together these provide a snapshot of the key takeaways. As you work your way through the literature, keep an eye out for what’s missing – in other words, what questions does the current research not answer adequately (or at all)? Importantly, pay attention to the section titled “ further research is needed ”, typically found towards the very end of each journal article. This section will specifically outline potential research gaps that you can explore, based on the current state of knowledge (provided the article you’re looking at is recent).

Take the time to engage with the literature and develop a big-picture understanding of the current state of knowledge. Reviewing the literature takes time and is an iterative process , but it’s an essential part of the research process, so don’t cut corners at this stage.

As you work through the review process, take note of any potential research gaps that are of interest to you. From there, develop a shortlist of potential research gaps (and resultant research problems) – ideally 3 – 5 options that interest you.

Step 3 – Evaluate your potential options

Once you’ve developed your shortlist, you’ll need to evaluate your options to identify a winner. There are many potential evaluation criteria that you can use, but we’ll outline three common ones here: value, practicality and personal appeal.

Value – a good research problem needs to create value when successfully addressed. Ask yourself:

• Who will this study benefit (e.g., practitioners, researchers, academia)?
• How will it benefit them specifically?
• How much will it benefit them?

Practicality – a good research problem needs to be manageable in light of your resources. Ask yourself:

• What data will I need access to?
• What knowledge and skills will I need to undertake the analysis?
• What equipment or software will I need to process and/or analyse the data?
• How much time will I need?
• What costs might I incur?

Personal appeal – a research project is a commitment, so the research problem that you choose needs to be genuinely attractive and interesting to you. Ask yourself:

• How appealing is the prospect of solving this research problem (on a scale of 1 – 10)?
• Why, specifically, is it attractive (or unattractive) to me?
• Does the research align with my longer-term goals (e.g., career goals, educational path, etc)?

Depending on how many potential options you have, you may want to consider creating a spreadsheet where you numerically rate each of the options in terms of these criteria. Remember to also include any criteria specified by your institution . From there, tally up the numbers and pick a winner.

Step 4 – Craft your problem statement

Once you’ve selected your research problem, the final step is to craft a problem statement. Remember, your problem statement needs to be a concise outline of what the core issue is and how your study will address it. Aim to fit this within one paragraph – don’t waffle on. Have a look at the problem statement example we mentioned earlier if you need some inspiration.

Key Takeaways

We’ve covered a lot of ground. Let’s do a quick recap of the key takeaways:

• A research problem is an explanation of the issue that your study will try to solve. This explanation needs to highlight the problem , the consequence and the solution or response.
• A problem statement is a clear and concise summary of the research problem , typically contained within one paragraph.
• Research problems emerge from research gaps , which themselves can emerge from multiple potential sources, including new frontiers, new contexts or disagreements within the existing literature.
• To find a research problem, you need to first identify your area of interest , then review the literature and develop a shortlist, after which you’ll evaluate your options, select a winner and craft a problem statement .

Psst... there’s more!

This post was based on one of our popular Research Bootcamps . If you're working on a research project, you'll definitely want to check this out ...

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Free Research Purpose Statement Generator for Students

What is a good research purpose statement? Below, you’ll find its definition, writing tips, and some excellent examples. Keep reading!

• ️✅ How to Use the Tool
• ️🔬 Research Purpose Statement Basics
• ️🖊️ How to Write It
• ️💪 Tips on Writing a Strong Statement
• ️🤩 Free Examples
• ️🔗 References

✅ Research Purpose Statement Generator: How to Use

A research purpose statement is an essential part of any research. It helps you stay focused on the problem you’re investigating and also catches your reader’s attention.

However, it might take some time and energy to develop a solid purpose statement. Our goal is to make your studies more enjoyable with the help of our tool!

Here’s how our research purpose statement generator works:

• Choose the type of your research.
• Choose a verb that best describes your study’s purpose.
• Type in your research group, the object of your study , and what is impacted by it.
• Provide the information on the place and time of the research.
• Describe the research group 2 if necessary.

🔬 Research Purpose Statement: the Basics

Research purpose definition.

A research purpose statement describes your research’s reason, goal, and process. It explains what the research explores, how it does it, and where it takes place. A research purpose is simple and concise. It is usually placed at the end of the introduction.

The Importance of Research Purpose Statement

A research purpose statement helps your reader understand what the research will be about and explains the significance of your study . It also helps you avoid distractions and focus on the relevant information needed for the research.

Research Purpose Statement vs. Thesis Statement

The purpose of both types of statements is to let readers know what to expect from your work. But here’s a difference:

• A thesis statement "> A thesis statement makes a claim and predicts how the essay will unfold.
• A purpose statement explains what the research will be about, how it will be conducted, and where it will take place.

🖊️ How to Write a Research Purpose Statement

Need to write your research purpose statement but don’t know where to start? We’ve got your back! Here, we explain step by step how to make a solid purpose statement for your research.

Step 1 – Identify Whether Your Study Is Quantitative or Qualitative

Research purpose statements vary depending on the type of research. One in a quantitative paper should focus on specific numbers. A qualitative research purpose statement focuses on precise intent. You can start your statement with, “The purpose of this qualitative/quantitative research is…”

Step 2 – Define the Research Process

Explain the methods you are going to use in your research. What data or instruments are you going to use? By explaining your research process , you will make it easier for the reader to understand what to expect from your work.

Step 3 – Explain What Will Be Researched and Where It Will Take Place

Try to provide enough background information for your reader. Where is the research going to take place? Does the reader need to know about the population of that location?

Step 4 – Make a Statement

Now, put everything together and create your statement.

💪 Tips on Making a Great Research Purpose Statement

• Write your research purpose statement together with the problem statement . This will ensure that the purpose is connected to the problem.
• Write only one purpose statement. Your purpose should cover the entire research, so there’s no need to divide it into smaller parts.
• Avoid including too many details. The purpose statement should be easy to understand. Otherwise, your reader might get lost.
• Use simple words. Don’t go overboard with creativity because it might distract you from the problem.

🤩 Research Purpose Statement Examples

Want some inspiration for your research purpose statement? Here are some of the best examples to help you out!

Quantitative research:

This quantitative research aims to compare the academic results of the students attending online classes and those attending traditional classes regarding exam scores and GPA.

The purpose above is short and clear. It lets the reader know what the research is going to be about.

Qualitative research:

The purpose of this qualitative research is to understand how mental health education impacts the academic achievements of high school students.

This purpose is also short and precise. It doesn’t have too many details but is straight to the point.

We hope this article was helpful. Remember that you can always use our research purpose statement generator for free. Make sure to check our APA title page generator and research question maker too!

❓ Research Purpose Statement FAQ

❓ what is purpose statement in research.

A purpose statement explains to your reader what your research will be about. It should describe the goal, methods, and place of your study. It is usually at the end of the introduction part.

❓ How to write a purpose statement for a research paper?

To write a purpose statement for a research paper, you should follow these steps:

• Identify the type of your research
• Explain the process of the research
• Describe who or what you are going to research and where it takes place
• Finally, put it all together

❓ What is a purpose statement in research example?

“The purpose of this quantitative research is to compare the academic results of the students attending online classes and those attending traditional classes regarding exam scores and GPA.” This quantitative research purpose statement is short and clear. It only provides a little information but lets the reader know what to expect from the research.

❓ Where does the purpose statement go in a research paper?

A purpose statement is usually at the end of the introductory part of your research. Since its function is to tell your reader what to expect from your paper, you should place it before your study’s main body.

Updated: Aug 23rd, 2024

🔗 References

• Research Paper Purpose Statement Examples: Your Dictionary
• Thesis and Purpose Statements: University of Wisconsin
• Writing Effective Purpose Statements: University of Washington
• Importance of a Purpose Statement in Research: The Classroom

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Home » Purpose of Research – Objectives and Applications

Purpose of Research – Objectives and Applications

Table of Contents

Purpose of Research

Definition:

The purpose of research is to systematically investigate and gather information on a particular topic or issue, with the aim of answering questions, solving problems, or advancing knowledge.

The purpose of research can vary depending on the field of study, the research question, and the intended audience. In general, research can be used to:

• Generate new knowledge and theories
• Test existing theories or hypotheses
• Identify trends or patterns
• Gather information for decision-making
• Evaluate the effectiveness of programs, policies, or interventions
• Develop new technologies or products
• Identify new opportunities or areas for further study.

Objectives of Research

The objectives of research may vary depending on the field of study and the specific research question being investigated. However, some common objectives of research include:

• To explore and describe a phenomenon: Research can be conducted to describe and understand a phenomenon or situation in greater detail.
• To test a hypothesis or theory : Research can be used to test a specific hypothesis or theory by collecting and analyzing data.
• To identify patterns or trends: Research can be conducted to identify patterns or trends in data, which can provide insights into the behavior of a system or population.
• To evaluate a program or intervention: Research can be used to evaluate the effectiveness of a program or intervention, such as a new drug or educational intervention.
• To develop new knowledge or technology : Research can be conducted to develop new knowledge or technologies that can be applied to solve practical problems.
• To inform policy decisions: Research can provide evidence to inform policy decisions and improve public policy.
• To improve existing knowledge: Research can be conducted to improve existing knowledge and fill gaps in the current understanding of a topic.

Applications of Research

Research has a wide range of applications across various fields and industries. Here are some examples:

• Medicine : Research is critical in developing new treatments and drugs for diseases. Researchers conduct clinical trials to test the safety and efficacy of new medications and therapies. They also study the underlying causes of diseases to find new ways to prevent or treat them.
• Technology : Research is crucial in developing new technologies and improving existing ones. Researchers work to develop new software, hardware, and other technological innovations that can be used in various industries such as healthcare, manufacturing, and telecommunications.
• Education : Research is essential in the field of education to develop new teaching methods and strategies. Researchers conduct studies to determine the effectiveness of various educational approaches and to identify factors that influence student learning.
• Business : Research is critical in helping businesses make informed decisions. Market research can help businesses understand their target audience and identify trends in the market. Research can also help businesses improve their products and services.
• Environmental Science : Research is crucial in the field of environmental science to understand the impact of human activities on the environment. Researchers conduct studies to identify ways to reduce pollution, protect natural resources, and mitigate the effects of climate change.

Goal of Research

The ultimate goal of research is to advance our understanding of the world and to contribute to the development of new theories, ideas, and technologies that can be used to improve our lives. Some more common Goals are follows:

• Explore and discover new knowledge : Research can help uncover new information and insights that were previously unknown.
• Test hypotheses and theories : Research can be used to test and validate theories and hypotheses, allowing researchers to refine and develop their ideas.
• Solve practical problems: Research can be used to identify solutions to real-world problems and to inform policy and decision-making.
• Improve understanding : Research can help improve our understanding of complex phenomena and systems, such as the human body, the natural world, and social systems.
• Develop new technologies and innovations : Research can lead to the development of new technologies, products, and innovations that can improve our lives and society.
• Contribute to the development of academic fields : Research can help advance academic fields by expanding our knowledge and understanding of important topics and areas of inquiry.

Importance of Research

The importance of research lies in its ability to generate new knowledge and insights, to test existing theories and ideas, and to solve practical problems.

Some of the key reasons why research is important are:

• Advancing knowledge: Research is essential for advancing knowledge and understanding in various fields. It enables us to explore and discover new concepts, ideas, and phenomena that can contribute to scientific and technological progress.
• Solving problems : Research can help identify and solve practical problems and challenges in various domains, such as health care, agriculture, engineering, and social policy.
• Innovation : Research is a critical driver of innovation, as it enables the development of new products, services, and technologies that can improve people’s lives and contribute to economic growth.
• Evidence-based decision-making : Research provides evidence and data that can inform decision-making in various fields, such as policy-making, business strategy, and healthcare.
• Personal and professional development : Engaging in research can also contribute to personal and professional development, as it requires critical thinking, problem-solving, and communication skills.

When to use Research

Research should be used in situations where there is a need to gather new information, test existing theories, or solve problems. Some common scenarios where research is often used include:

• Scientific inquiry : Research is essential for advancing scientific knowledge and understanding, and for exploring new concepts, theories, and phenomena.
• Business and market analysis: Research is critical for businesses to gather data and insights about the market, customer preferences, and competition, to inform decision-making and strategy development.
• Social policy and public administration: Research is often used in social policy and public administration to evaluate the effectiveness of programs and policies, and to identify areas where improvements are needed.
• Healthcare: Research is essential in healthcare to develop new treatments, improve existing ones, and to understand the causes and mechanisms of diseases.
• Education : Research is critical in education to evaluate the effectiveness of teaching methods and programs, and to develop new approaches to learning.

About the author

Muhammad Hassan

Researcher, Academic Writer, Web developer

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Frequently asked questions

What’s the difference between research aims and objectives.

A research aim is a broad statement indicating the general purpose of your research project. It should appear in your introduction at the end of your problem statement , before your research objectives.

Research objectives are more specific than your research aim. They indicate the specific ways you’ll address the overarching aim.

Frequently asked questions: Writing a research paper

A research project is an academic, scientific, or professional undertaking to answer a research question . Research projects can take many forms, such as qualitative or quantitative , descriptive , longitudinal , experimental , or correlational . What kind of research approach you choose will depend on your topic.

The best way to remember the difference between a research plan and a research proposal is that they have fundamentally different audiences. A research plan helps you, the researcher, organize your thoughts. On the other hand, a dissertation proposal or research proposal aims to convince others (e.g., a supervisor, a funding body, or a dissertation committee) that your research topic is relevant and worthy of being conducted.

Formulating a main research question can be a difficult task. Overall, your question should contribute to solving the problem that you have defined in your problem statement .

However, it should also fulfill criteria in three main areas:

• Researchability
• Feasibility and specificity
• Relevance and originality

Research questions anchor your whole project, so it’s important to spend some time refining them.

In general, they should be:

• Focused and researchable
• Answerable using credible sources
• Complex and arguable
• Feasible and specific
• Relevant and original

All research questions should be:

• Focused on a single problem or issue
• Researchable using primary and/or secondary sources
• Feasible to answer within the timeframe and practical constraints
• Specific enough to answer thoroughly
• Complex enough to develop the answer over the space of a paper or thesis
• Relevant to your field of study and/or society more broadly

Once you’ve decided on your research objectives , you need to explain them in your paper, at the end of your problem statement .

Keep your research objectives clear and concise, and use appropriate verbs to accurately convey the work that you will carry out for each one.

I will compare …

Your research objectives indicate how you’ll try to address your research problem and should be specific:

Research objectives describe what you intend your research project to accomplish.

They summarize the approach and purpose of the project and help to focus your research.

Your objectives should appear in the introduction of your research paper , at the end of your problem statement .

The main guidelines for formatting a paper in Chicago style are to:

• Use a standard font like 12 pt Times New Roman
• Use 1 inch margins or larger
• Apply double line spacing
• Indent every new paragraph ½ inch
• Include a title page
• Place page numbers in the top right or bottom center
• Cite your sources with author-date citations or Chicago footnotes
• Include a bibliography or reference list

To automatically generate accurate Chicago references, you can use Scribbr’s free Chicago reference generator .

The main guidelines for formatting a paper in MLA style are as follows:

• Use an easily readable font like 12 pt Times New Roman
• Set 1 inch page margins
• Include a four-line MLA heading on the first page
• Center the paper’s title
• Use title case capitalization for headings
• Cite your sources with MLA in-text citations
• List all sources cited on a Works Cited page at the end

To format a paper in APA Style , follow these guidelines:

• Use a standard font like 12 pt Times New Roman or 11 pt Arial
• If submitting for publication, insert a running head on every page
• Apply APA heading styles
• Cite your sources with APA in-text citations
• List all sources cited on a reference page at the end

No, it’s not appropriate to present new arguments or evidence in the conclusion . While you might be tempted to save a striking argument for last, research papers follow a more formal structure than this.

All your findings and arguments should be presented in the body of the text (more specifically in the results and discussion sections if you are following a scientific structure). The conclusion is meant to summarize and reflect on the evidence and arguments you have already presented, not introduce new ones.

The conclusion of a research paper has several key elements you should make sure to include:

• A restatement of the research problem
• A summary of your key arguments and/or findings
• A short discussion of the implications of your research

Don’t feel that you have to write the introduction first. The introduction is often one of the last parts of the research paper you’ll write, along with the conclusion.

This is because it can be easier to introduce your paper once you’ve already written the body ; you may not have the clearest idea of your arguments until you’ve written them, and things can change during the writing process .

The way you present your research problem in your introduction varies depending on the nature of your research paper . A research paper that presents a sustained argument will usually encapsulate this argument in a thesis statement .

A research paper designed to present the results of empirical research tends to present a research question that it seeks to answer. It may also include a hypothesis —a prediction that will be confirmed or disproved by your research.

The introduction of a research paper includes several key elements:

• A hook to catch the reader’s interest
• Relevant background on the topic
• Details of your research problem

and your problem statement

• A thesis statement or research question
• Sometimes an overview of the paper

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The Power Of Purpose: The 7 Elements Of A Great Purpose Statement (Part 1)

Having a clear and compelling purpose is now becoming increasingly essential for any company or brand which seeks to attract talent, inspire its community and out-innovate its competition. 

At its best, a purpose can act as a North Star, a guiding light that allows everyone in the company from the CEO to the newest employee to understand what they are all there to accomplish and provide a filter for daily decisions. It should be a mantra that represents the DNA at the core of your company.

Here’s the simplest and best definition of a purpose I’ve found:

“A higher-order reason for a brand’s existence that goes beyond making money and adds value to society.”

And for the sake of clarity, here's how we define the various elements of a purpose-driven brand at our brand purpose consultancy  Conspiracy of Love.

The Definitions of a Purpose Vision Mission Value Positioning Statement

Note: Even though the two terms have been used interchangeably, in our framework a purpose (the “why”) is distinct from a “mission” (a big bold step that is part of the 'how')

But what are the elements of a great brand or company purpose statement? Crafting one is as much a creative act as a strategic act. I am a geek about purpose statements and I collect them like other people collect stamps. Based on my work with my  brand purpose consultancy Conspiracy of Love  (which works with Fortune 500 companies to discover and ignite purpose), and the insights I get from this Forbes column “The Power of Purpose ,” here are 7 elements of a great purpose statement.

1. It is inspiring.

A great brand purpose statement should send a shiver down your spine when you hear it. It should be memorable, aspirational, inspirational, even poetic to be the spark at the heart of your company which keeps the engine running.

My all-time favorite statement is from the Steve Job’s era Apple. Are you ready?

“At Apple, we create tools for the mind that advance humankind.”

Wow. In that one sentence is packed such ambition, such scale, such determination. (It even rhymes, for Pete’s sake).

By the way, you won’t find that purpose statement on the Apple website anymore. What you will find is this:

“To empower creative exploration and self-expression.”

It’s ok. But you could apply that same purpose statement to Adobe. It doesn’t have the majesty of the original which befits a company the size and importance of Apple.

In fact, that may explain why while the company has dominated in the creative tools space, it has lost that sense of world-changing ambition that it once had. I'm waiting for the Apple Car, you guys.

Another great example is Adidas. 

“Through sport, we have the power to change lives”

What is awesome to behold is how that Adidas is now manifesting that idea in areas such as sustainability ( the Ocean plastic sneaker which is selling 11 million pairs a year  or  the FutureCraft Loop, the world’s first circular economy sneaker ), as well as  helping to champion the role of women and girls in sport ).

Contrast this with Lyft’s (a company I love by the way):

Improve people’s lives with the world’s best transportation.

Best Travel Insurance Companies

Best covid-19 travel insurance plans.

Hmm. Very practical but a bit flat right?

2. It should be brief.

A good purpose statement should be as short and sweet as possible to aid memorability. You should be able to stop any employee in the corridors and ask them, and they should be able to recite it from memory.

For instance, here’s Red Bull.

“To give wings to people and ideas”

The “people” part is self-explanatory: the snowboarders, the skateboarders, the extreme sports enthusiasts that are its core base. But the “ideas” part is also very clever: it allows them to move into territories like music (with the phenomenal Red Bull Music Academy) as well as social entrepreneurship (the little-known social impact vertical Red Bull Amaphiko which  I covered in this story here ).

Here’s Zappos:

“We deliver wow”

It covers this insanely customer-centric company’s zealousness in making sure that the experience of shopping with Zappo’s is one that elevates it from the purely functional to a joyous, delightful one. Every word matters in a purpose statement — and what a great word “wow” is to convey so much in three letters.

Here’s Google’s:

“To organize the world’s information”

Pretty scientific and dry, but consider the size of the task versus the brevity of the intention and it packs a lot into that phrase.

Or consider Netflix

“To entertain the world”

Simple but awesomely ambitious in its scope.  The whole world.  It also doesn’t tell us “how” it’s going to entertain the world, leaving the company open to exploring channels beyond streaming. Netflix VR headsets someday?

Contrast this to Disney’s which I would give a B-:

“to entertain, inform and inspire people around the globe through the power of unparalleled storytelling.”

I get it. It covers everything from entertainment (Marvel, Disney, Pixar, Lucasfilm) to information (ESPN, Vice) and there is no doubt that the company’s super-power is ‘unparalleled storytelling’. But it sounds like it was written by a committee.

My all-time worst in terms of brevity? See if you can guess which company this is.

“To be Earths most customer-centric company, to build a place where people can come to find and discover anything they might want to buy online.”

Any guesses? Yes, it’s Amazon. I would craft something that is more about their relentless ability to get products into your hand in an almost magical way. How about:

“We exist to empower anyone to buy anything, anywhere, anytime.”

3. It should have a role and an outcome. 

(h/t to the awesome Ben Cleaver, one of our Co-Conspirators for pointing this out).

Many great purpose statements have a “role” for the brand — and an ‘outcome’ it wishes to see in the world.

For instance, here is outdoor retailer REI’s purpose statement:

“To awaken a life-long love of the outdoors.”

Really beautiful. REI’s role is to “awaken” — to spark, to inspire- with the outcome being a passion for the natural world. And what do people with a passion for the natural world need? Camping and outdoor equipment.

But it goes beyond the pragmatic. Consider REI’s  “Opt Outside” company which challenges people to forego Black Friday and get into nature on that day -now increasingly with an emphasis on finding ways to help combat the climate crisis. A good purpose statement can resonate on multiple levels: commercial, emotional, social, in some cases even political.

Another favorite of mine is Barbie’s (Yes, Barbie’s). This was Barbie’s original purpose statement dating back to 1959:

“To inspire the limitless potential in every girl”

This was crafted by her creator Ruth Handler (whose daughter’s name was…Barbie). Somewhere along the way through, the brand lost its focus on the ‘every’ part which lead it to losing its cultural cachet and being condemned by feminists as being dangerous. 

But that very focus on “every” is what lead to the brand’s reinvention as the most diverse and inclusive doll on the planet now (with Barbies in every shape, size and color)as documented in the terrific documentary on Hulu “Tiny Shoulders ”).

Today Barbie’s role as inspiration is coupled with a desire to create positive role models for every girl on the planet, regardless of what they look like.

Or for instance, Walmart’s which is simple and powerful:

“To help people save money so they can live better.”

A humble but noble aspiration is baked into this statement. And when you multiply this by the 140 million customers who visit a Walmart every week, you can see the enormous impact that this has on people’s quality of life, and the American economy in general.

(For Part 2 of this article click here)

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Writing a Personal Statement

Preparing to Write

Brainstorming, don't forget, sample prompts.

A personal statement is a narrative essay that connects your background, experiences, and goals to the mission, requirements, and desired outcomes of the specific opportunity you are seeking. It is a critical component in the selection process, whether the essay is for a competitive internship, a graduate fellowship, or admittance to a graduate school program. It gives the selection committee the best opportunity to get to know you, how you think and make decisions, ways in which past experiences have been significant or formative, and how you envision your future. Personal statements can be varied in form; some are given a specific prompt, while others are less structured. However, in general a personal statement should answer the following questions:

• Who are you?
• What are your goals?
• How does this specific program/opportunity help you achieve your goals?
• What is in the future?

A personal statement is not:

• A variation of your college admissions essay
• An academic/research paper
• A narrative version of your resume
• A creative writing piece (it can be creative, though)
• An essay about somebody else

Keep in mind that your statement is only a portion of the application and should be written with this in mind. Your entire application package will include some, possibly all, of the materials listed below. You will want to consider what these pieces of the application communicate about you. Your personal statement should aim to tie everything together and fill in or address any gaps. There will likely be some overlap but be sure not to be too repetitive.

• Personal Statement(s)
• Transcripts
• Letters of recommendations
• Sample of written work
• Research proposal

For a quick overview of personal statements, you might begin by watching this "5 Minute Fellowships" video!

If you are writing your first personal statement or working to improve upon an existing personal statement, the video below is a helpful, in-depth resource.

A large portion of your work towards completing a personal statement begins well before your first draft or even an outline. It is incredibly important to be sure you understand all of the rules and regulations around the statement. Things to consider before you begin writing:

• How many prompts? And what are they? It is important to know the basics so you can get your ideas in order. Some programs will require a general statement of interest and a focused supplementary or secondary statement closely aligned with the institution's goals.
• Are there formatting guidelines? Single or double spaced, margins, fonts, text sizes, etc. Our general guideline is to keep it simple.
• How do I submit my statement(s)? If uploading a document we highly suggest using a PDF as it will minimize the chances of accidental changes to formatting. Some programs may event ask you to copy and paste into a text box.
• When do I have to submit my statement(s)? Most are due at the time of application but some programs, especially medical schools, will ask for secondary statements a few months after you apply. In these instances be sure to complete them within two weeks, any longer is an indication that you aren't that interested in the institution.

Below is a second 5 Minute Fellowships video that can help you get started!

Before you start writing, take some time to reflect on your experiences and motivations as they relate to the programs to which you are applying. This will offer you a chance to organize your thoughts which will make the writing process much easier. Below are a list of questions to help you get started:

• What individuals, experiences or events have shaped your interest in this particular field?
• What has influenced your decision to apply to graduate school?
• How does this field align with your interests, strengths, and values?
• What distinguishes you from other applicants?
• What would you bring to this program/profession?
• What has prepared you for graduate study in this field? Consider your classes at Wellesley, research and work experience, including internships, summer jobs and volunteer work.
• Why are you interested in this particular institution or degree program?
• How is this program distinct from others?
• What do you hope to gain?
• What is motivating you to seek an advanced degree now?
• Where do you see yourself headed and how will this degree program help you get there?

For those applying to Medical School, if you need a committee letter for your application and are using the Medical Professions Advisory Committee you have already done a lot of heavy lifting through the 2017-2018 Applicant Information Form . Even if you aren't using MPAC the applicant information form is a great place to start.

Another great place to start is through talking out your ideas. You have a number of options both on and off campus, such as: Career Education advisors and mentors ( you can set up an appointment here ), major advisor, family, friends. If you are applying to a graduate program it is especially important to talk with a faculty member in the field. Remember to take good notes so you can refer to them later.

When you begin writing keep in mind that your essay is one of many in the application pool. This is not to say you should exaggerate your experiences to “stand out” but that you should focus on clear, concise writing. Also keep in mind that the readers are considering you not just as a potential student but a future colleague. Be sure to show them examples and experiences which demonstrate you are ready to begin their program.

It is important to remember that your personal statement will take time and energy to complete, so plan accordingly. Every application and statement should be seen as different from one another, even if they are all the same type of program. Each institution may teach you the same material but their delivery or focus will be slightly different.

In addition, remember:

• Be yourself: You aren’t good at being someone else
• Tragedy is not a requirement, reflection and depth are
• Research the institution or organization
• Proofread, proofread, proofread
• How to have your personal statement reviewed

The prompts below are from actual applications to a several types of programs. As you will notice many of them are VERY general in nature. This is why it is so important to do your research and reflect on your motivations. Although the prompts are similar in nature the resulting statements would be very different depending on the discipline and type of program, as well as your particular background and reasons for wanting to pursue this graduate degree.

• This statement should illustrate your academic background and experiences and explain why you would excel in the Department of Civil and Environmental Engineering (UMass Amherst - M.S. in Civil Engineering).
• Describe your academic and career objectives and how the Yale School of Forestry and Environmental Studies can help you achieve them. Include other considerations that explain why you seek admissions to the Yale School of Forestry and Environmental Studies and your interests in the environmental field (Yale - Master of Environmental Management).  
• Please discuss your academic interests and goals. Include your current professional and research interests, as well as your long-range professional objectives. Please be as specific as possible about how your objectives can be met at Clark and do not exceed 800 words (Clark University - M.A. in International Development and Social Change).
• Write a 500- to 700-word statement that describes your work or research. Discuss how you came to focus on the medium, body of work, or academic area you wish to pursue at the graduate level. Also discuss future directions or goals for your work, and describe how the Master of Fine Arts in Studio (Printmedia) is particularly suited to your professional goals (School of the Art Institute of Chicago - MFA in Studio, Printmaking).
• Your statement should explain why you want to study economics at the graduate level. The statement is particularly important if there is something unusual about your background and preparation that you would like us to know about you (University of Texas at Austin - Ph.D in Economics).
• Your personal goal statement is an important part of the review process for our faculty members as they consider your application. They want to know about your background, work experience, plans for graduate study and professional career, qualifications that make you a strong candidate for the program, and any other relevant information (Indiana University Bloomington - M.S.Ed. in Secondary Education).
• Your autobiographical essay/personal statement is a narrative that outlines significant experiences in your life, including childhood experiences, study and work, your strengths and aspirations in the field of architecture, and why you want to come to the University of Oregon (University of Oregon - Master of Architecture).
• Personal history and diversity statement, in which you describe how your personal background informs your decision to pursue a graduate degree. You may refer to any educational, familial, cultural, economic or social experiences, challenges, community service, outreach activities, residency and citizenship, first-generation college status, or opportunities relevant to your academic journey; how your life experiences contribute to the social, intellectual or cultural diversity within a campus community and your chosen field; or how you might serve educationally underrepresented and underserved segments of society with your graduate education (U.C. Davis - M.A. in Linguistics).
• A Personal Statement specifying your past experiences, reasons for applying, and your areas of interest. It should explain your intellectual and personal goals, why you are interested in pursuing an interdisciplinary degree rather than a more traditional disciplinary one, and how this degree fits into your intellectual and personal future (Rutgers University - Ph.D in Women’s and Gender Studies).
• Your application requires a written statement to uploaded into your application and is a critical component of your application for admission. This is your opportunity to tell us what excites you about the field of library and information science, and what problems you want to help solve in this field. Please also tell us how your prior experiences have prepared you for this next step toward your career goals and how this program will help you achieve them (University of North Carolina Chapel Hill - Master of Science in Library Science).
• After watching the video, please describe what strengths and preferences as a learner you have that will facilitate your success in this innovative curriculum. What challenges in our curriculum do you anticipate and what strategies might you use to address these challenges? (MGH Institute of Health Professions PT - They recently redesigned their curriculum)
• Your personal goal statement should briefly describe how you view the future of the field, what your goals are to be part of that future, and what brought you to pursue an advanced education degree in your chosen field. You may include any other information that you feel might be useful. (Northeastern PT)
• Personal Statement: In 500 words or less, describe a meaningful educational experience that affected your professional goals and growth and explain how it impacted you. The educational experience does not need to be related to this degree. Focus on the educational experience and not why you think you would be a good professional in this field. (Simmons PT)
• Personal Statement (500 word minimum): State your reasons for seeking admission to this program at this institution. Include your professional goals, why you want to pursue a career in this field and how admission to this program will assist you in accomplishing those goals. (Regis College Nursing)
• “Use the space provided to explain why you want to go to this type of program.” (AMCAS)
• Address the following three questions(Though there is no set limit, most statements are 1–2 pages, single-spaced.): What are your reasons for pursuing this degree? Why do you wish to pursue your degree at this institution? How do you intend to leverage your degree in a career of this field? (Boston University MPH)
• Please submit a personal statement/statement of purpose of no more than 500 words for the department/degree of choice. Professional degree essays require a clear understanding of the _______ field and how you hope to work within the field. Be sure to proofread your personal statement carefully for spelling and grammar. In your statement, be sure to address the following: what interests you in the field of _____ what interests you in a specific degree program and department at this institution and what interests you in a particular certificate (if applicable). Please also describe how you hope to use your ________ training to help you achieve your career goals. (Columbia PhD in Public Health - Epidemiology)
• Because each Home Program requires significant original research activities in fulfillment of the requirements for the degree, we are interested in obtaining as much information as possible about your previous research experiences. Those who already have such experience are in a better position to know whether they are truly interested in performing ______ research as part of a graduate program. Please include specific information about your research experience in your Statement of Purpose. You may also use the Statement to amplify your comments about your choice of Home Program(s), and how your past experiences and current interests are related to your choice. Personal Statements should not exceed two pages in length (single spaced). Make sure to set your computer to Western European or other English-language setting. We cannot guarantee the ability to access your statement if it is submitted in other fonts. (Stanford Biosciences PhD)
• Your statement of purpose should describe succinctly your reasons for applying to the Department of ____ at ___ University. It would be helpful to include what you have done to prepare for this degree program. Please describe your research interests, past research experience, future career plans and other details of your background and interests that will allow us to evaluate your ability to thrive in our program. If you have interests that align with a specific faculty member, you may state this in your application. Your statement of purpose should not exceed two pages in length (single spaced). (Stanford Bioengineering PhD)
• Statement of purpose (Up to one page or 1,000 words): Rather than a research proposal, you should provide a statement of purpose. Your statement should be written in English and explain your motivation for applying for the course at this institution and your relevant experience and education. Please provide an indication of the area of your proposed research and supervisor(s) in your statement. This will be assessed for the coherence of the statement; evidence of motivation for and understanding of the proposed area of study; the ability to present a reasoned case in English; and commitment to the subject. (Oxford Inorganic Chemistry - DPhil)

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