Key Takeaway:
Discover how the 5Ws can help boost your data analysis and help you make smarter decisions in light of it.
Running a retail business means juggling inventory, staff, social posts, sales reports – and making sense of all that data that your AI tools helped gather. If you’ve ever stared at a dashboard and wondered, “Now what?” you’re not alone.
When you think about how to use AI for data analysis, think of the 5Ws that investigative reporters use. The 5Ws Strategy can help you approach your business data like a seasoned reporter. And it can help you better understand your data as you analyze it with the assistance of your AI tools.
“When you think about how to use AI for data analysis, think of the 5Ws that investigative reporters use: who, what, when, where, and why.”
– Jennifer Shaheen
President and Founder, Technology Therapy® Group
1. Who:
Who’s Really in Your Story?
Every great article starts with the subject – and so should your data analysis.
First, ask “who is this data about?” Is it about first-time buyers, VIPs, lapsed customers? Next, ask “who collected and maintains the data?” Is it your POS, website, or social media platforms?
When you zero in on the who, the story behind your numbers gets clearer. For example, a boutique jeweler might see a dip in return visits. A closer look reveals the new marketing campaign is resonating more with younger shoppers, leaving long-term clients feeling overlooked. That insight drives a shift in product selection, and a re-engagement email for loyal buyers.
Retail takeaway: Always know who’s at the heart of the data you’re reading. Different audiences = different narratives.
2. What:
What Are You Really Investigating?
Journalists know better than to write before asking what the story actually is. The same goes for your data. What question are you trying to answer? You also want to determine what data you already have—and see what might be missing or misleading.
Let’s say website traffic is up, but sales haven’t budged. The question becomes: What’s happening between “browse” and “buy”? Are people dropping off at checkout? Is the product selection off?
A home goods store might run an email campaign with great open rates but few conversions. Digging into the “what,” they discover outdated product links buried in the email. Fixing that small detail drives a major lift in sales the next time around.
Retail takeaway: Before diving into dashboards, know what “news headline” you’re chasing.
3. When:
Timing Shapes Your Data “Narrative”
Context is everything. And in business, as in journalism, timing changes the meaning of the story.
Ask yourself when the data was collected. When did trends start, stop, or spike? When should you check again?
Imagine a luxury fragrance shop that sees a lull in early July. Is demand down? A look at the “when” reveals the dip coincides with vacation season. And suddenly, it’s not a mystery. They launch a pre-holiday “travel set” promo next time and see a boost.
Retail takeaway: Patterns mean nothing without a timestamp. Always align the “when” with real-world context.
4. Where:
Dig Into the Gaps
No story is complete without understanding where the action is (or isn’t).
When looking at your data, ask yourself where there are data gaps or blind spots. Also identify the outliers that deserve a closer look.
Consider a women’s clothing store that has solid sales except for one underperforming category. A quick “where” analysis uncovers that none of those products are featured in current window displays or homepage collections. The fix? A feature spotlight and social push that moves the needle.
Retail takeaway: Sometimes, the most valuable insight isn’t what’s in the data, but what’s missing from it.
5. Why:
What’s the Purpose of the “Piece”?
Every editor will ask: “Why are you writing this?” You should ask the same of your analysis.
Why are you digging into this data now? And why might your initial assumptions be wrong?
Maybe you’re checking social performance to justify a new ad campaign. But the real “why” might be to understand which product types get the most clicks, so you can double down on those. Staying honest about your purpose keeps your insights actionable.
A fine stationery shop assumed their newsletter subscribers weren’t converting. But asking “why” revealed their email links pointed to a general home page, not curated product pages. A quick fix turned the next campaign into their best yet.
Retail takeaway: A clear “why” keeps your business goals (and your decisions) on track.
“Not sure which 5Ws you should ask for your specific business and types of data you’re looking at? Ask the AI tool that you’re using!”
– Jennifer Shaheen
President and Founder, Technology Therapy® Group
Better Questions, Better Data Analysis
Still not sure which 5Ws you should ask for your specific business and types of data you’re looking at? Ask ChatGPT (or the other AI tool that you’re using)! Try this prompt: “Give me the 5Ws that I should be asking myself for [your business type].” It’s a great hack that will help you really understand all the nuances of the “story” your data is telling. Then you can use this to uncover patterns and refine your retail strategy.
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