{"id":12880,"date":"2014-01-03T11:32:33","date_gmt":"2014-01-03T16:32:33","guid":{"rendered":"https:\/\/staging.opexlearning.com\/resources\/?p=12880"},"modified":"2016-12-25T00:38:42","modified_gmt":"2016-12-25T05:38:42","slug":"5-whys-technique-in-market-research","status":"publish","type":"post","link":"https:\/\/staging.opexlearning.com\/resources\/5-whys-technique-in-market-research\/12880\/","title":{"rendered":"5 Whys Technique in Market Research"},"content":{"rendered":"<div class=\"a296a24fa2fc69ef5487857f02f111e8\" data-index=\"9\" style=\"float: none; margin:10px 0 10px 0; text-align:center;\">\n<script async src=\"\/\/pagead2.googlesyndication.com\/pagead\/js\/adsbygoogle.js\"><\/script>\r\n<!-- Single Post readerboard -->\r\n<ins class=\"adsbygoogle\"\r\n     style=\"display:inline-block;width:728px;height:90px\"\r\n     data-ad-client=\"ca-pub-8207522353004717\"\r\n     data-ad-slot=\"1144967431\"><\/ins>\r\n<script>\r\n(adsbygoogle = window.adsbygoogle || []).push({});\r\n<\/script>\n<\/div>\n<p>The 5 Whys technique, from <a title=\"Ask Why' Five Times About Every Matter\u009d\" href=\"https:\/\/staging.opexlearning.com\/resources\/ask-why-five-times-about-every-matter\/382\/\">Taiichi Ohno<\/a>, is an effective technique traditionally used to arrive at root causes of a problem. But, the method can also be used in other interesting and valuable ways. One could use the <a title=\"use 5 whys to create customer service pages, or faq pages\" href=\"https:\/\/staging.opexlearning.com\/resources\/using-5-whys-to-write-customer-support-help-pages\/2746\/\">5 Whys to create Customer Support Pages<\/a>; another way is to use the 5 Whys can be used in qualitative interviews for product research.<\/p>\n<h2>Latent Needs<\/h2>\n<p>I don&#8217;t know where I first heard it, but I believe that 90% of mental processing happens in the without us being conscious of it. We process signals, clues, emotions, moods &#8211; without us even being aware that we&#8217;re doing it. If this is true, then we have needs and thoughts that we aren&#8217;t able to verbally articulate because we&#8217;re not aware of them in the first place.<\/p>\n<p>This is why customer surveys in product research don&#8217;t always work. The adage about the iPod rings true here &#8211; that if customers were asked about their music listening habits and what they wanted, none would have asked for an iPod &#8211; they would&#8217;ve asked for a better Walkman.<\/p>\n<h2>Using the 5 Whys for Market Research<\/h2>\n<p>But, using the 5 Whys can be helpful in qualitative interviews that can get us closer to those latent and unarticulated needs. Here&#8217;s an example <sup class='footnote'><a href='#fn-12880-1' id='fnref-12880-1' onclick='return fdfootnote_show(12880)'>1<\/a><\/sup>:<\/p>\n<blockquote><p>General Mills does this with qualitative interviews, but after the respondent answers a question, the interviewer answers the respondent with another question focused on trying to get the conversation to a more abstract or emotion level. For example, you might get an interview like this:<\/p>\n<p>Q. Why did you pick out Cheerios when you selected a breakfast cereal?<\/p>\n<p>A. Because it tastes pretty good and it&#8217;s low fat.<\/p>\n<p>Q. Why is it important to you that a cereal is low fat?<\/p>\n<p>A. Well, I heard that the oats in Cheerios make a difference in lowering your cholesterol levels.<\/p>\n<p>Q. And why is it important to lower your cholesterol levels?<\/p>\n<p>A. Well, I have a three year old son, and I want to be around for him when he&#8217;s older, because you know I had an uncle that died of heart disease, and I don&#8217;t want that to happen to me.<\/p><\/blockquote>\n<p>This approach helps to surface latent needs and also provides marketers with more emotional and captivating messages for their product &#8211; messages that resonate with customers because it addresses a latent need.<\/p>\n<div class='footnotes' id='footnotes-12880'>\n<div class='footnotedivider'><\/div>\n<ol>\n<li id='fn-12880-1'> http:\/\/www.quora.com\/How-do-you-identify-latent-customer-needs\/answer\/Jon-Pennington-1\/quote\/1061490 <span class='footnotereverse'><a href='#fnref-12880-1'>&#8617;<\/a><\/span><\/li>\n<\/ol>\n<\/div>\n<!--CusAds0-->\n<div style=\"font-size: 0px; height: 0px; line-height: 0px; margin: 0; padding: 0; clear: both;\"><\/div>","protected":false},"excerpt":{"rendered":"<p>The 5 Whys technique, from Taiichi Ohno, is an effective technique traditionally used to arrive at root causes of a problem. But, the method can also be used in other interesting and valuable ways. One could use the 5 Whys to create Customer Support Pages; another way is to use the 5 Whys can be [&hellip;]<\/p>\n","protected":false},"author":12327,"featured_media":12881,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","footnotes":""},"categories":[16,819],"tags":[1030,1029],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.0 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>5 Whys Technique in Market Research<\/title>\n<meta name=\"description\" content=\"Using the 5 Whys technique in market research can be helpful in uncovering latent needs. 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