Ask better questions about data

The quality of insights derived from data depends directly on the questions you ask. Generic questions like "How are users engaging with our product?" generate vague, unhelpful answers. Specific, focused questions such as "Which feature do users engage with in their first week that correlates with 30-day retention?" lead to actionable insights.

Effective data questions start with business objectives rather than available metrics. Begin by identifying decisions you need to make, then determine what information would clarify those choices. This prevents the common trap of collecting data first and trying to extract meaning later.

Frame questions to reveal underlying patterns rather than just current states. Instead of asking "What is our conversion rate?", ask "What factors predict changes in our conversion rate?" The first tells you where you are, while the second helps you understand how to improve.