Leverage the “5-Whys” for Deeper Qualitative Insights

We are over two months into 2022 and already, things are crazier than we expected them to be just 60 days ago. There are two major issues facing the world: the invasion of Ukraine by Russia and the threat of an economic downturn.

But! This isn’t a blog on current events. We focus on the world of consumer insights.

What I’d like to draw your attention to is that the world of consumer insights tends to operate at a micro-level. What I mean by this is businesses have questions like:

1. Is my software easy to use,?
2. Do consumers like the way my product tastes?
3. What other products should we develop?
4. Are my customers happy?, and so on.

The answers to these research questions rarely are placed in the context of our broader world.

Let me be clear. As researchers, we have to answer business questions…but in the context of the participants’ experience. And, their experience is being shaped by where they spend time. Today, that time is being spent on social media.

In a recent study published by Forbes, “Members of Gen-Z spend a shocking nine hours per day in front of a screen”.

Obviously, shelter-in-place has impacted all of our usage of social media. But, it is how it is being used to fill the time cracks in our lives in addition to big blocks. The average TikTok session is 10.5 minutes.

But, you’ve likely heard my joke, “On average, when Bill Gates walks into a bar everyone is a millionaire”. The superpower of social media is that it takes us out of our current unwanted task or mindset. The issue is that it may place us in a very negative place.

Much of consumer behavior is habit. From the beer we drink to the fast food we eat, our choices are influenced by external factors. When making decisions, our subconscious is asking questions like these:

• Will learning this software improve my hire-ability?
• Do my friends like eating at this fast food restaurant?
• Is the store located on my way home from school?
• Are my peers investing in NFTs?
• Will my date be impressed if I take them to an exclusive restaurant?
• Does this watch make me look successful?
• Will this diet program help me look as hot as their spokesperson?

These questions offer answers that start to uncover the true why behind consumer preference.

All of us are consumers. We are fed information constantly. Wherever we spend time there are voices that seek to influence our decisions. And, while we like to think we are making rational decisions, we rarely do.

So, for your research, try and pull back a little bit. Look at what is under the surface of the purchase decision. Try and tap into the consumer’s subconscious.

How do we do this? Well, I like starting in a qualitative framework during one on one interviews.

The “5-Whys” method

The method I use is usually called “5-Whys” or Causal Chain. Here is a three-minute excerpt from the Lean Enterprise Institute that describes this approach to problem-solving.

You can apply the 5-Whys to your interviews. For example, I recently did some research for a health and wellness brand. The objective was to uncover purchase motivators.

After just a few interviews, it was clear there were three reasons people purchased from this brand:

1. Look good. They wanted to feel good about themselves.
2. Feel good. They wanted to avoid back pain.
3. Do good. They wanted to be competitive. For example, do well in their local 5k.

But I started doing the 5-Whys. Here is an outcome from one interview on “look good”.

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Interviewer: Why do you care about looking good?

Participant: I want to be attractive.

Interviewer: Why do you want to be attractive?

Participant: I don’t want my family to see my love handles.

Interviewer: Why don’t you want your family to see your love handles?

Participant: I feel like I’m supposed to set a bar of high fitness for my family.

Interviewer: Why do you feel like you need to set a high fitness bar for your family?

Participant: Because my father did and I feel like I’m not living up to his expectations.

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During this interview, the participant was blown away at their discovery about their motivation to look good. It wasn’t just about being attractive, it was about measuring up to someone else’s expectations.

The clarity and specificity this brought to the “look good” persona were very useful for marketing to create empathy and understanding which can be used for connection.

The intersection of economic trends and consumer behavior

I know I started with, “this isn’t a show about global issues”. However, I do want to weigh in a bit.

If we move into a period of economic distress, companies that supply services that support online shopping, work arrangements, and at-home substitutes for traditional services – these offer significant opportunities.

For example, if we hit a recession, consumers are more likely to repair their cars rather than buy a new one. We are more likely to do home improvements and garden work versus having other people do that for us.

If there are ongoing COVID-19 related business closures and an increase in household financial challenges, DIY activities will increase and likely include more industries than we have seen in any recession before. Why? Because there are a ton of “how-tos” available today.

In fact, last week the 12-volt battery in my Tesla went out. A simple Google search and I was off to my local AutoZone. I followed the directions and replaced the batteries right in front of the store.

According to Investopedia, consumer sectors that are poised for growth are Discount Retailers like Dollar General, Health Care, Food & restaurants like Kroger and McDonalds, Freight and Logistics, and DIY Repairs like AutoZone and Tractor Supply.

I don’t know where we are headed. But, I do know that social media is offering us a front-row seat. And that has its benefits and dangers.

Here is an excerpt from an interview published on February 21st, 2022 with Charlie Munger, Chairman of Berkshire Hathaway. He warns investors of what’s ahead for the markets. But, what I found that was deeply surprising was his view of what is the global purchase driver, envy.

There are many who will use times of crisis to influence your perspectives and purchase decisions. So, be diligent in your pursuits. Consider challenging your own POVs. And, whatever comes, I hope you’ll be safe and happy with the things and people you have. Don’t be dissatisfied with the propped-up facades you see on social media.

If you’d like to chat about this research or create your own community for instant access to your customers’ thoughts and feelings, I’d love to talk to you today!

You can always reach me on social or email me.

Happy researching! 😊

A version of the preceding article was originally published on the Happy Market Research Podcast.