How to Ask the Right Questions With Your Data
Published on: July 7th, 2025
Introduction
Data can’t answer questions you don’t ask.
Let me make this personal. I started a business that was doing well, which peaked in the middle of COVID-19. COVID-19 forced us to pivot our product offerings, and surprisingly, it turned out to be the best decision we made. Sales soared.
But I sat on the data. The most I did was use it for deliveries and a few follow-up calls. I didn’t ask deeper questions that could have helped me maximize that momentum.
The result? Missed profit opportunities.
Interactive Prompt:
What questions are most pressing to you in your business right now? Fill out this quick form, and we’ll cover your answers in future lessons.
1. What’s Selling Well (or Not)?
To find your best or worst-selling products, ask:
Which products bring in the most revenue?
Which product gives the least profit?
What sells only during promotions?
Here’s a snapshot from Bessie’s business. Can you spot the underperformer?
Tip:
Soap brings in the highest sales volume.
Cream generates the most total revenue.
Lotion, though priced highest, sells the least.
Consider bundling Lotion with your bestsellers or offering a promotion to test demand before retiring it.
2. Who Are My Best (and Worst) Customers?
Understanding your customer base helps you market smarter:
Who shops most often?
Who spends the most per order?
Who refers friends or family?
These are your VIPs. Treat them as such with loyalty perks, early access, and referral bonuses. These go a long way and keep them coming back!
3. Where Is My Money Leaking?
Here’s a real example. At Leecious, our hibiscus and yogurt sales dropped mid-year, but production stayed the same. We ended up wasting product and offering unnecessary discounts.
Smart Questions to Ask:
What products sit on shelves the longest?
Am I discounting too often?
Are delivery fees eating into my profits?
4. Build Your Own Question Set
Write down 5 things you wish you knew. Then translate them into questions your data can answer:
In Summary
“The quality of your questions will shape the quality of your insights. Ask better. Grow smarter.”
Need help turning your questions into insights?
Let’s unpack them together.
