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Interview
The Five Whys
An interviewer repeatedly asks 'why' to a participant's answers during a conversation, typically five times, to explore the underlying motivations and beliefs behind their actions. The process involves recording responses and identifying moments of deeper insight.
When This Method Fits
Typical duration
Hours
Typical cost
Minimal
Fidelity level
Talk Only
Stage
Discovery
Hypothesis type
Exploratory
Goal type
Find product-market fit, Deepen product-market fit, Validate go-to-market strategy, Maximize societal impact, Drive corporate innovation / R&D, Improve operational efficiency
Randomization
N/A
Study design
Individual case report
Minimum units needed
1
1Best Fit When
Best when you need to move past a person's first, surface-level answer to uncover the deeper motivation or constraint behind their behavior.