Curiosity Drives Smarter Decisions: The Questions Business Leaders Should Be Asking Their Data Teams

"It is not the answer that enlightens, but the question." – Eugène Ionesco

Data has become an essential driver of decision-making, yet many decision makers struggle to get the insights they need. Often, this isn’t due to a lack of data but rather because the right questions aren’t being asked. Decision makers who engage with their data teams effectively gain a competitive edge, as they move beyond surface-level reports to insights that drive real business impact. Effective collaboration begins with curiosity and clarity. Open-ended questions—those that invite exploration rather than confirming assumptions—lead to richer insights. Knowing how to frame questions can mean the difference between receiving a generic report and uncovering actionable insights that drive success.

From Data Requests to Business Insights

Too often, decision makers ask data teams for specific metrics—“What were our sales last quarter?” or “How many customers churned last month?” While these are valid numbers, they don’t necessarily lead to better decisions. Closed-ended questions like these are akin to checking a box—confirming what’s already known rather than seeking to uncover new insights. Instead, open-ended questions invite collaboration and discovery. For example:

• Instead of "What were our sales last quarter?" ask "What factors contributed most to changes in our sales performance?"

• Instead of "How many customers churned?" ask "What customer behaviors predict churn, and how can we intervene?"

In our last blog “Aligning Business Strategy with Data Insights”, we discussed a luxury auto manufacturer that aimed to improve customer retention by 5%. Their existing strategy focused on segmenting customers by brand and tailoring marketing campaigns accordingly. However, when they asked, “What customer behaviors predict churn?” rather than simply tracking retention rates, they uncovered a key insight—first-time buyers were renewing at only one-third the rate of other customers. This revelation shifted their strategy from brand segmentation to improving customer onboarding and engagement. By enhancing retention, they not only met but exceeded their goal, ultimately increasing recurring revenue and customer lifetime value. This demonstrates how strategic questioning can drive tangible business outcomes.

By shifting from simple data requests to strategic questions, decision makers empower their data teams to think critically and uncover insights that directly impact business performance.

Key Questions to Ask Your Data Team

1. What trends are emerging that we should pay attention to?
   This question shifts the focus from historical reporting to forward-looking insights that can help businesses stay ahead of market shifts.

2. What factors are driving this trend or outcome?
   Instead of just looking at surface-level data, this question encourages deeper analysis into the reasons behind the numbers.

3. What assumptions are we making, and how can we validate them?
   Every business strategy is built on assumptions. Engaging the data team to test and validate them reduces the risk of misguided decisions.

4. What actions can we take based on these insights?
   Data is only useful if it leads to action. Ensuring that insights translate into clear next steps is crucial for driving business value.

5. What are the limitations of the data we’re using?
   Understanding the boundaries of data—such as missing information or biases—helps set realistic expectations and prevents misleading conclusions.

Creating a Culture of Data-Driven Decision Making

Encouraging better questions is not just about improving analytics; it’s about fostering a culture where data informs strategy at every level. When data teams are given room to explore and think critically, they return with more insightful analyses and clearer recommendations. Industry research underscores the financial benefits of data-driven strategies. A study by McKinsey & Company found that companies leveraging customer behavioral insights outperform peers by 85% in sales growth and more than 25% in gross margin. Decision makers who engage their data teams with curiosity and collaboration will unlock more meaningful insights and drive smarter decisions.

How are you currently engaging with your data teams? Consider revisiting the types of questions you ask—small changes in approach can yield transformative results.