QQOQCP method: definition and concrete examples for each question

The acronym for the QQOQCP (C) method refers to a simple and effective technique for contextual analysis of a given situation.

In a professional context, and particularly during the scoping phase of a project, it enables people to ask themselves the right questions in order to understand a particular issue and respond more effectivelythan by launching headlong into solving a problem.

It also enables teams working together to share a common vision of a situation and to stay on topic.

In this article, we'll look at various use cases for the QQOQCP method and, above all, how to make the most of it to achieve beneficial results for yourself and your projects. 🔥

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Definition of the QQOQCP method

QQOQCP is an acronym that stands for "Who? What? Where? When? When? How? Why? "The 5 W's (Who, What, Where, When, Why) can be completed with How.

QQOQCP or QQOQCCP is a method of analysis, and a quality solution for your processes, by questioning the fundamental characteristics of a situation.

These simple questions provide you with factual elements which, once assembled, form a universal representation of :

• an event
• an interest
• a situation
• or context.

This method is particularly appreciated in the journalistic world for its simplicity (it's just a list of questions to remember) and the universal representation it offers of a situation.

It fully respects journalistic ethics, which aim to provide complete and objective information to everyone.

Why use the QQOQCP method? 6 areas of interest

Using this method means that you can look at a subject or an issue from all angles, leaving no stone unturned, and so frame a project.

It can be used in a variety of professional situations:

• defining a project plan or action plan,
• problem solving
• brainstorming
• writing up a report,
• managing a team or even a conflict,
• developing a strategy, etc.

How can the QQOQCCP method be used effectively? The 7 key questions

In practice, for the method to work fully, you need to :

1. Ask all the questions, and only those that are really relevant to your problem.
2. Draw out the most significant points from the answers.
3. Implement relevant actions in relation to the significant points.

The Who?

The Who should enable you to cover all the people concerned, not just one. It is possible that you have several typical customers who should be covered by these questions.

In this case, it's a good idea to draw up a table with several entries:

• Who is aware of the situation?
• Who is the customer for this product? Who will use it?
• Who is involved?
• Who is the person associated with in this context?
• On whose behalf are they working?
• Who will take charge of the project?

The what?

The " what" question refers to the reason why you are implementing this methodology. It is often the trigger:

• What is the problem?
• What product or service?
• What purpose does the method serve?
• In relation to what does the person concerned work?

The Where?

The " where" question identifies the precise place or location concerned by the problem raised:

• Where is the customer when using the product?
• Where are they heading?
• Where does the problem arise?
• Where can the information be found?

When?

The When refers to the moment(s) when the event(s) occurs. It can also indicate a period of time or a deadline:

• When does the customer use the product?
• From when does the audience connect to my site?
• Until when do we expect to sell this product?
• How quickly do we need to send out the newsletter?
• At what age will they have children?

The How?

The How puts the finger on how things get done. It is often a key element in explaining a situation:

• Under what conditions do customers use our product?
• How did buyers find out about us?
• How do readers prefer to access our content?
• What led them to this situation?

How much? Optional criterion

How much is enough to quantify the problem in question and often to assess its seriousness:

• How much money is involved?
• What is the price?
• How many people visit our site each month?
• How quickly can we launch a new product?
• To what extent is the situation affecting our project?

The Why?

The Why relates to the reason or trigger for the situation. It enables us to find the first elements of an answer:

• What caused the drop in sales?
• What triggered the purchase?
• Why do customers prefer version A to version B?
• Why are readers visiting our site less often?

8 examples of applying the QQOQCP method

Here are a few concrete examples that highlight the benefits of applying this method:

Customer relations

In a customer relations context, QQOQCP enables you to put yourself in the shoes of the customer you are prospecting so that you can offer them the right products or services at the right time. In particular, it helps you to understand :

• the target,
• their needs
• and the context that will influence their decision (budget, time constraints, etc.).

If the method is properly applied and the resulting prospecting or customer loyalty actions are well executed, then it is very likely that you will gain in return with:

• a better customer conversion rate
• lower customer acquisition costs,
• fewer human resources allocated per customer conversion, etc.

Facilitating meetings

As part of an internal meeting, QQOQCP enables you to draw up a vision of the subject of the meeting that will be shared by all the invitees.

💡 Let's take the example of a meeting scheduled because of a drop in sales. The objective here would be to put in place actions to raise income.

The first step is therefore to become aware of the situation, to share this reality in order to enter directly into the problem-solving phase without procrastinating. You will see in this example that there is no room for unproductive interventions:

• Who: the business analyst gives us information that he has observed
• What: the drop in sales
• Where: 3 shops in the Paris region
• When: over the last 15 days
• How: dashboard connected to management software
• How much: €30,000
• Why: Wooden products sold less well than over the previous 15 days.

Product marketing and UX Design

Creating a product can be done without any contact with customers if you have a perfect understanding of demand. If this is not the case (most of the time), then you will have to question yourself and your potential buyers in one way or another.

The QQOQCP method enables you to find out what your target audience needs, so you can offer them a product that's much more relevant than the competition. The result is more sales and increased market share.

Marketing

In marketing, the 5 Ws method is widely used to improve the relevance of actions. It is often used when the KPIs (Key Performance Indicators) are disappointing. This often means that marketing actions and campaigns are ill-adapted to the audience.

QQOQCP enables us to send better messages and more relevant products to more targeted people by taking into account their individual context.

Individualised marketing is a very strong trend today, driven by the collection of personal data, customer demands and legal and technical constraints to counter abusive marketing actions.

Communication

A bit like marketing, this method allows you to familiarise yourself with your target audience. It is common in this field to draw up a table with several columns for each type of target.

This is known as marketing personae (people who are representative of a customer segment), or buyer personae.

Journalism

As we saw above, the 5 Ws method has been widely used in journalism since the early 20th century in the United States. It is used to create informative content , as opposed to the literary content we are used to from novels, short stories and even historical accounts.

This method makes it possible to share technical, exhaustive, objective and verified information that is appreciated by readers looking for information they can trust.

Human resources

From an internal HR perspective, this method is used to take stock of a crisis situation, for example, or a major change among employees, such as

• collective mobility to accompany a strategic change
• a redundancy plan
• large-scale recruitment in the event of growth, etc.).

Project management

The QQOQCP method is used in project management to report on a situation to high-level project stakeholders (senior management, customer, etc.).

This method can also be used in agility as part of a pre-planning meeting to take stock quickly and regularly. In this case, the 5 Ws facilitate the dissemination of knowledge and avoid misunderstandings.

💡 To complement the use of QQOQCP in project management, discover other methods involved in the scoping phase:

[Use case] Application of the QQOQCP method in sales

The QQOQCP method is particularly used in sales, because as in a journalistic context, the sales assistant will be in direct contact with the potential customer (prospect).

The 5 Ws method enables them to gather exhaustive, factual information with a view to developing relevant sales arguments for this particular prospect.

Put simply, the QQOQCP method maximises your chances of selling the same product to two people who are sensitive to different arguments.

👉 For example, your company produces and sells palm trees:

▶︎ In this example, we can see that Julie will appreciate the service you provide (delivery, installation). She has a clear idea of what she wants, but won't be able to transport and plant the palm tree by herself and won't think of anyone else to do it. Sell her an impeccable service, not a tree!

▶ ︎ In the second case, Benoît is more interested in creating perceived value at his B&B than enriching the flora in his garden. In this case, sell him the most beautiful tree and why not an accessory (warm LED lights, hammock or teak swing, white stretched). Reassure him by calculating his return on investment.

Free QQOQCP template to download

We've created a blank QQOQCP table so you can start using this tried-and-tested method straight away.

Download it for free and start using it straight away:

Tools for your sector to support your thinking

The QQOQCP method is a structuring way of analysing a situation individually or as part of a team, but it may not be the most effective tool in all circumstances. Here are the limitations of the 5 Ws method:

• It requires time for analysis that is not possible in a traditional business environment;
• It requires human action and therefore a risk of misinterpretation. It cannot be automated;
• it is possible to ask the wrong questions;
• It does not cover more subtle aspects because of its rigidity and its very general basic questions.

Here are a few tools that can help you structure your approach more effectively than a manual methodology:

The 5 common mistakes with QQOQCP (and how to avoid them)

The QQOQCP method looks simple on paper. However, certain mistakes can reduce its effectiveness in practice. Here are the 5 most common pitfalls... and how to avoid them without falling into the trap:

1- Settling for vague answers

Rephrase to obtain concrete, quantified or observable facts. Examples: "Who? The marketing manager."When? Every Monday at 9am."

2- Forgetting key stakeholders

Don't overlook the silent but influential stakeholder (e.g. the dev who knows everything about the process but has never been consulted).
Don't forget to have a proper round of discussions. Even a quick one. Even if it's informal.

3- Use QQOQCP as a simple MCQ

The QQOQCP method is an analysis tool, not an administrative formality. Take the time to delve deeper. Behind each question, there may be several causes or actions to investigate.

4- Forgetting to take action

A good problem solver is an implemented QQOQCP, not just a well-written one.

5- Believing that QQOQCP solves everything on its own

The QQOQCP method is no substitute for a real strategy or solid project management. Combine it with other tools: mind maps, SWOT, Ishikawa diagrams, etc. Depending on your objective, the ideal solution is often multifaceted.

Complementary or alternative methods to QQOQCP

The QQOQCP method has more than one trick up its sleeve. But it's not the only one to shine when it comes to problem solving, project management or situation analysis. Here are 5 approaches that can enhance it... or replace it altogether, depending on the context.

👉 If you have multilingual or international projects, you may have heard of 5W1H. It's the English name for our beloved QQOQCCP method:
Who, What, Where, When, Why, How. Same structure, same objectives, but with a little Shakespearean accent 🎩.

👉 The Ishikawa diagram, nicknamed the "fishbone diagram" (yum), is a visual analysis tool for identifying all the possible causes of a problem.
It's a great complement to QQOQCP when you want to dig deeper into a complex process or improve a product.

👉 SWOT analysis is a classic in project management and business strategy. It gets you thinking by cross-referencing strengths, weaknesses, opportunities and threats.
Perfect for taking a step back, structuring information and adjusting your overall objective.

👉 The 5 Whys method is simple, straightforward and powerful. You ask the question "Why? " up to five times in a row to identify the root cause of a problem.
Redoubtable in the event of a persistent bug, recurring conflict or flawed process. Less relevant if you're looking for the big picture.

👉 Want to visualise your action plan, clarify the links between stakeholders, or structure your meeting in an engaging way? Combine the QQOQCP method with mind mapping.
You'll gain clarity, efficiency... and you'll please your visual brain.

The QQOQCP method in a nutshell

The QQOQCP method is a simple, effective and above all proven methodology that can be used in a multitude of fields, although it is of particular interest to journalists and sales professionals.

The latter use it to maximise their chances of selling the same product to several people who are sensitive to different arguments, as we have seen in a concrete example.

However, the method suffers from a few limitations that can be overcome by online tools that can automate the understanding of a particular situation and initiate relevant actions. 💯

See all software Project Management

FAQ - QQOQCP

What does QQOQCP mean?

The acronym QQOQCP stands for: Who, What, Where, When, How and Why. It's a questioning method used to structure an analysis, understand a situation or lay the foundations for a project. Want clear answers? Ask the right questions.

What's the difference between QQOQCP and QQOQCCP?

Very simple: the QQOQCCP method adds a dimension to the classic version. The extra "C" stands for How much. It's an optional criterion, but very useful when you need to put a figure on an objective, a budget or a resource. QQOQCP for understanding. QQOQCCP for planning with numbers.

How can QQOQCP be used in project management?

Project management loves QQOQCP. And it's easy to see why. You can use it right from the scoping phase to :

• structure your action plan
• clarify roles
• identify constraints.

Do you want to avoid vagueness and omissions? Ask the six key questions from the outset. Bonus: it saves you from chasing after information... or mistakes.

What tools are needed to apply QQOQCP?

A table, a post-it note, a mind map or a good old Excel file: the choice is yours. You can also use management tools such as Notion, Trello or Miro to organise the answers and visualise everything. The important thing is to make your questioning clear, shared... and actionable.

Why is QQOQCP useful in communication?

Because communication is all about clarity and relevance. With the QQOQCP method, you can :

• structure your message
• understand your customer's needs,
• respond to a crisis without improvising,
• choose the right words, in the right place, at the right time, with the right tone.