Question Storm: An Alternative to Brainstorming to Find Answers

Startups, almost by definition, are dynamic projects, which move very quickly to try to find their position in a very competitive environment. That is why innovation is a necessity for them. And, in this dizzying evolution, one of the most common ways to react is by constantly launching new proposals and ideas. Sometimes, however, it happens that those answers don’t answer the right questions. Fortunately, there are ways to get around this problem.

Brainstorming, or starbursting, is a strategy designed to generate questions in a systematic and comprehensive way. It is a useful tool to support problem-solving or decision-making processes while it is an interesting tool to help understand all aspects and options in a more complete way.

Starbursting has in common with brainstorming that it is a method of brainstorming, but with the difference that instead of launching ideas, proposals or answers, it focuses on generating questions. In this way, you use questions to think systematically through different aspects of product development or approach a project and to reflect on the various components of a problem or project. This interesting strategy can be used iteratively, with more layers of questions on top of the answers to the initial set of questions.

When to Use the Question Storm

The question storm method does its job best when something new is about to happen, but about which there are many unknowns, or in situations that offer new challenges and opportunities, such as when a new product or service is about to be launched. it is intended to explore new markets or a crisis situation arises. In these cases, it is important to prepare thoroughly and must necessarily involve thinking about all the aspects that influence the step to be taken. In these cases, the brainstorming approach helps the team think about many aspects of your product or service by asking questions to guide them.

How to Use the Question Storm

A very graphic way to use this system is to draw a six-pointed star on a whiteboard or some means to guide the group through the session. In the middle of the star, the name of the product or project is written. On each star point, write each of the following six categories, referencing the 6Ws: who, what, when, where, why, and how.

Each of the vertices of the arms that make up the star will be identified with one of the 6W’s and, next to it, all the questions that are asked that correspond to that category that the members of the working group ask will be written, in such a way that a list is obtained in each of them. The goal in this step is to think of as many meaningful and useful questions in each of them as possible, using all different approaches. For example, questions can be asked about the product or service, but also about potential customers, complementary services, support or distribution.

Once a significant number of questions have been reached, the answers must be answered. In this phase, although it can be done in a separate session, it is necessary that at least the same participants are present, but it is much more interesting and complete if, in addition, new participants are incorporated, who can offer an alternative vision and even discover areas for which they still need more answers.

Examples of Questions That May Be Asked in the Question Storm

1. Who: Who will use the product?; Who will help design the product? Who will market the product?
2. What: What kind of material will it be made of? What design will we use?; What price is ideal?
3. When: When will it be released?; When will it be distributed? When will marketing begin?
4. Where: Where will we produce it?; Where will we market it?
5. Why: Why is this product needed?; Why would anyone want to buy it? Why would a consumer choose our producer over another?
6. How: How will we receive feedback on the service?; How will the payment be made? What will the advertising campaign be like?