In our increasingly data-driven world, as in marketing, success rarely comes from simply collecting even more data. Because it means nothing if we’re losing the skills to critically interpret it.

Better results come from asking better questions.

Many clients rush to measure clicks, impressions, and conversions without first asking what problem they are truly trying to solve.

The right questions shift the focus from historic results to insight.

Although cut through is crucial, sometimes instead of asking, “How many people saw this ad?” a better question might be, “Why would our customer care about this message?”, “Why would a prospective client believe the message?” or “What problem should we be solving for them?”

We all know the stories of huge market-leading brands like Blockbuster, Kodak and Nokia, who were so focused on improving what they felt they did well, that they fell by the wayside as consumer behaviour changed. Being focused on historic metrics and trends doesn’t guarantee success, but knowing the consumer just might.

When briefs begin with better questions, the data that support them becomes meaningful rather than simply historical numbers. The correct strategy then becomes more obvious, creative work becomes more relevant, and decisions become more about the business than the data.

Good questions uncover customer issues and motivations, reveal hidden opportunities, and challenge assumptions that may be the real problems.

Ultimately, good marketing is not just about finding answers in spreadsheets and dashboards – it’s about asking the right questions.

At BPL, we call this Powerful Simplicity, asking better questions and getting better results.

If you want some help getting better results, just ask us the question and we would love to help. What do you have to lose?