Questions

– Who?

– What?

– How?

– Why?

Observations

Research results:

• [observation 1] (source)
• [observation 2] (source)

Customer signals

• [signal 1] (source)
• [signal 2] (source)

BI insights

• [insight 1] (source)
• [[insight 2] (source)

Hypothesis

– We think that the reason for [observed phenomenon, measuared data] is [hypothesis]