If you’ve read “Why Better Questions Beat Bigger Data”, you’ll know that the path to insight isn’t paved with dashboards — it starts with asking the right questions. But how do you actually craft those questions in the real world?
This post goes deeper, offering tactics to make sure your questions lead somewhere useful.
1. Start with the decision, not the data
Before you open Excel or fire up your dashboard tool, ask: What decision am I trying to make?
Good analysis supports action. Without a clear decision in sight, your analysis risks becoming an academic exercise. Examples:
- “Should we double down on this marketing channel?”
- “Is it time to raise prices on this product tier?”
2. Use question scaffolding
Not every question starts perfectly formed. Here’s a simple framework to get sharper:
- Exploratory: “What’s happening with our churn rate this month?”
- Diagnostic: “Why did churn increase among mobile users?”
- Predictive: “What customer behaviours indicate they’re likely to churn next?”
- Prescriptive: “What can we do this week to reduce churn risk?”
Layering these types of questions keeps you moving from observation to action.
3. Watch out for fake clarity
Questions like “How are we doing?” or “What’s the conversion rate?” sound focused — but they’re usually too vague to drive meaningful change.
Try this instead:
- “How does our email conversion rate compare to last quarter’s benchmark?”
- “What changed after the onboarding flow was redesigned?”
4. Invite your stakeholders early
Some of the best data questions aren’t necessarily asked by analysts — they come from sales reps, product managers, support staff. Don’t wait until after you’ve built the report. Loop them in at the start. Ask: “What would make this report useful to you?”
And if you’re not an analyst, don’t wait for the report to show up. Have a conversation. Bring your context, your pain points, your hypotheses. The best insights often begin with a quick chat.
The takeaway
Data becomes powerful when it’s tied to decisions. Great analysis starts with sharp, real-world questions — not just big dashboards.
This is how you turn insight into impact.
Want help crafting better questions for your data team? Get in touch and let’s talk.
CM Data Consultant 
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