IDEO

IDEO-Five Whys

This simple research method helps you uncover the motivations and assumptions behind a person's behavior. It's part of the LUMA collection.

Duration
15 mins
Group Size
4-8
Category
IDEO
Difficulty
Easy
Uncover root causes. Understand deep motivations. Reveal underlying assumptions. Identify core beliefs.
Identify root causes through the five whys. Gain a deep understanding of the problem. Address underlying issues.
This can feel repetitive. Persistence pays off. Insights often come at the fourth or fifth "why." Be patient and give participants time to think. Sometimes participants struggle to go deep - acknowledge this is difficult and encourage them to keep trying.
The Five Whys is a great method for getting to the core of beliefs and motivations. You might feel like a child constantly asking "why," but stick with it. Give the person time and space to really go deep. You'll likely uncover key insights.

  1. Start with a broad question about the participant's habits or behaviors. Then ask "why" five times in a row.

  2. Focus on depth, not breadth. Ask "Why weren't you able to buy the fertilizer you needed?" instead of "Why else didn't you get a good harvest this year?"

  3. Write down what you hear. Pay attention to moments when you move a level deeper into understanding.

  4. Remember that the core insights might not appear until the fourth or fifth "Why."

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For Facilitators

  • Review participant profiles and expectations
  • Prepare all materials and supplies
  • Test technology and room setup

For Participants

  • Complete pre-session survey
  • Review background materials
  • Prepare examples or case studies

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  • Pens

  • Paper

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  • Facilitator Guide (PDF)
  • Participant Workbook Template
  • Presentation Slides
  • Printable Materials

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