Great Question
The Two Words Every Analyst Should Strive For
Analytics began with great questions. It was seeded by Socrates, a man known for his ability to change the world with a simple question. Well actually, a simple series of questions. The Socratic Method is as powerful as it has ever been and counts some pretty amazing practitioners across history. After Plato offered a little structure, Aristotle applied his own processes to create what is today known as analytics.
For me personally, the feedback “great question” is something I have been quite successful at obtaining, quite organically. It has to be the singular most prevalent feedback in my life… although “honey, you forgot to take out the trash, again!” gives it a good run. The former is something I take great pride in and the latter is why I had sons. But let’s dig into “great question” as an important form of feedback for analysts.
Great Question = You Are Making Me Really Think
I have often defined analytics as the science of learning with perspective. When someone acknowledges a “great question”, they are providing feedback that they are now looking at something a little differently. Is that science? Hell no. It is, however, the start of learning — with perspective. Although, a really great question can and should push the client toward a scientific path.
Great questions create models. Models for thought and models for analysis. The only interrogative (who, what, why, when, how) that assures a model as an answer is How? But perhaps you equate How with a process, no worries a process and a model are fairly synonymous in the field of analytics. They are really only distinguished by their level of detail / simplification.
Analytics — The Science Of Learning With Perspective
There is, of course, another element to a truly great, truly analytic question. It is one that isn’t always possible in your opening ask. It is one that isn’t described in Socrates method (read — process or model) either. It was added with the Scientific Method (sometimes called process). That is the element of quantification. It means that four simple words can very elegantly start a truly great question…
How can we measure…
Of course, even that can get better. Measurement is one form of quantification. Time frames and timing are another. And KPI create wonderful outcomes… they are the models of measurement after all. But we have one final element to add to perhaps create not just great but analytically perfect questions. That final element is action.
How can we measure the impact of… in terms of … over a period defined by…
These sorts of questions actually sound so academic that they rarely garner a “great question” response. Of course, they are also so engineered that they rarely develop easily in typical conversation. They are often the questions that follow. They are also questions that lead easily to hypotheses. They are the questions that great analysts need to come to.
So, in summary, start with a great question. Start with a question that encourages your client to think differently. Work to add measurement and quantification to your question. Remember, How is always a good start. Once you have completed your dialogue with your client add those elements of time and action that will make your question truly exceptional. This is how great questions develop into great hypotheses.
At TradeCraft, our training includes developing great questions. Along side SQL and Excel — it is one of the most used tools of a disciplined analyst. Check out our unique and powerful training platform here:
