We use the WOOP framework to reveal insights that make a difference in discovery.
Why it Matters: Asking customers any question isn’t enough. We must reveal insights that help us create messages and experiences they’ll love. This science-backed process helps.
Going Deeper: We begin with specific moments relevant to customers. We then ask the four exceptional discovery questions.
We capture their replies in a few words. We then repeat for all the moments that matter.
The WOOP framework tells us more than what customers want – it explains why they are unmet.
Wishes: We ask customers, “What do you want?” We seek their most important goals and concerns.
Outcomes: We follow up with, “Why do you want it?” We listen for the job they’re trying to get done.
Obstacles: We now rub their ideal against reality. We ask, “What’s in your way?” We listen for the root causes.
=Plan: We wrap up with, “What have you done about it?” We gather the metrics they use to judge competing solutions.