A way to solve problems
The root cause analysis tool known as an Ishikawa diagram – popularly called a fishbone diagram – is a visual brainstorming method.
It helps teams dig deeper to understand the origins of a problem, and in turn deliver more targeted and effective solutions. It’s simple for everyone on a team to use and understand.
It can use various categories, but we’ll look at the most common ones when analyzing a problem in product marketing.
Product
Something might be wrong with the product. For example:
- It is not well-suited for the marketplace
- It is too new and unfamiliar
- It’s design and features are not attractive enough
Price
Something might be wrong with the price point. For example:
- It is perceived as too expensive for the value it provides
- The price makes it a luxury for the target audience
- Re-sellers are offering it at deep discounts
People
Something might be wrong with the sales and service personnel. For example:
- Staff are seen as outsiders by the customer
- Customer service people not well-trained
- Lack of uniforms causes confusion and suspicion
Process
Something might be wrong with the procedures and activities. For example:
- The sales messaging is not consistent across all channels
- Customer service personnel are not all trained in the same way
- Reporting a problem or requesting assistance is difficult and slow
Promotion
Something might be wrong with the mix of advertising, PR, and salespeople. For example:
- Inconsistent marketing messaging across different channels
- Ads are too aggressive or annoying for the market
- Potential customers don’t like the telemarketing that is being used
Place
Something might be wrong with the location for sales and service. For example:
- Everything is online when many customers also want a physical location
- Everything happens in a physical location without a full-service online option
- Inventory is far from the point of sale, resulting in delivery delays