Blog - Five «Why's» everyone should ask

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There is a problem. How do you analyze it? Are there times when the issue remains unresolved, you put a "patch" on it, but you still haven't addressed the cause?

The "5 Why's" technique is a survey technique that is used to examine the cause-and-effect relationships underlying a particular problem.

In practice, it's pretty simple. You repeat the "why" question several times until you get to the bottom of it. Each answer is the basis of the next question. "Five" in the name comes from an unsupported observation about the number of iterations needed to solve a problem, and serves more to indicate a method than to limit the number of questions.
5W = 1H.
The "5 Why" method does not set strict rules and conditions about what questions to ask, how many times, or how long to keep searching for the truth. Even if these rules are carefully followed, the result will still depend on the persistence and professionalism of the people involved.

The five "Why?" questions are usually enough to get to the root cause and arrive at a "How?" answer to fix the problem. This is why the "5 Why" method is often described by the formula: 5W = 1H. For individual problems the number may be more or less than five, but the essence of the approach remains the same, as well as the algorithm of actions.

An example of the algorithm technique 5 "why", which can help the owner of a small online store to avoid the risks of expanding the range of products:

1. Why do I need to expand the range of products on the site?

2. Why do we choose goods from this group?
Because we analyzed and identified specific preferences of our target audience. These products are in demand and can meet the needs of our customers.

3. Why do we decide not to order the maximum quantity? We are testing the demand, checking the goods (their quality).

4. Why did we choose this supplier?
We analyzed the reputation of the suppliers and reviews of them. We compared prices and basic terms of delivery. The offer of the supplier we chose was the best.

5. Why do we use only social networks to promote new products?
Our target audience actively uses social networks, these channels allow us to accurately target the advertising campaigns we develop.

By consciously and patiently asking the question "why" and tracing the cause-and-effect chain, it is fairly quickly possible to find the root cause related to the original problem.
"The 5 Why's" when there are problems selling products on the site:

1. Why do we have problems selling products on our site?
The site has low traffic, so few visitors see our products and don't learn about new products.

2. Why do we have few visitors to our site?
The site has low visibility in search engines, we didn't pay enough attention to social networks and other channels to attract traffic.

3. Why does our site have low visibility in search engines?
We realized too late the importance of website optimization for search engines (SEO). We need to change the principles of working on keywords, meta tags, titles and other elements of the site that affect its ranking in search engines.

4. Why is our advertising policy lame?
We stopped analyzing advertising channels, we did not analyze the results. Our marketing strategy was not thought through.

5. Why do we not pay enough attention to social networks and other channels of attraction of traffic?
Our work with social networks was unsystematic, we did not create high-quality and interesting content. We weren't engaging and retaining subscribers and customers on our social networks. We didn't make enough use of the advertising opportunities of social networks and other channels.

When applying this technique, distinguish between cause and effect, and base statements on facts and knowledge rather than assumptions. The "5 Why's" method does not look for an "extreme," nor does it consider concepts such as "human error" and "employee inattention" as the root cause, evaluating the process, not the employee. By the way, if you notice that the interlocutor tenses up when he hears, "Why?" put an alternative question, such as: "What causes it?"
Primary Cause
The "5 Causes" method was first proposed by inventor, industrialist and investor Sakichi Toeda, whose investment made the founding of Toyota possible. Sakichi Toeda died in 1930, but his ideas were developed and formed the basis of Toyota's production system.

Daehan Trading Co. uses the "5 whys" methodology both internally and with customers. By getting to the bottom of the problem, we develop marketing and promotion plans for customers, build a profile of the ideal customer, and monitor reactions to the infos that we create.
602, Yeongdong-daero, Gangnam-gu, Seoul, Republic of Korea