The 3-Question Framework
Before opening SQL, Python, or your BI tool, answer these 3 questions to give your analysis real direction
A short framework for avoiding analyses that are correct but useless. Define audience, hero metric, and expected action before you start.
For years I built dashboards that were used once and then died.
There are analyses that are correct and still don't do much. Not because the data is wrong, but because nobody clearly defined who they were for, what the hero metric was, or what should happen after seeing them.
This PDF captures the turning point: before opening SQL, Python, or your BI tool, ask yourself three questions. Who is going to see this, and what decision do they need to make. What is the number that matters most. What do I want them to do after seeing this.
It's a small framework, but it completely changes how you approach analyses, dashboards, and reports for real stakeholders. It also works really well when the stakeholder's request is still vague and needs structure before producing unnecessary work.
Useful for anyone who works with analysis, dashboards, reporting, visualization, or data storytelling and wants to avoid deliverables without focus.
Direct answer
What questions should you ask before starting a data analysis?
Before opening SQL, Python, or your BI tool, answer three things: who will see the analysis, what number should guide the conversation, and what action should happen afterward.
The 3 questions
- Who will see this, and what decision do they need to make?
- What is the hero number?
- What do I want them to do after seeing it?
Example
A retention report for leadership does not need the same level of detail as an operational view for customer success. Leadership needs the number that changes the conversation. The operational team needs to know who to contact and when.
Where it fails
- The analysis starts as exploration and ends by pretending it was a recommendation.
- There are many correct metrics, but none answers the decision.
- The deliverable stops at "findings" and never lands on an action.
Quick template
Audience: [PERSON/TEAM]
Decision: [WHAT THEY NEED TO DECIDE]
Hero number: [METRIC]
Expected action: [WHAT SHOULD HAPPEN NEXT]
Format: [DASHBOARD/REPORT/SLIDE/MESSAGE]What's included?
- Short, easy-to-apply framework before any analysis
- Defines who will see the analysis, what decision matters, and what action it should trigger
- Includes a real-world example in an institutional context
- Helps ground ambiguous stakeholder requests
- Ideal for analysts who want to communicate with more clarity
Ideal for
Key benefits
- Gives direction to any analysis before you start
- Reduces unfocused technical work
- Improves dashboards, reports, and storytelling pieces
- Helps identify the hero metric
- Connects the analysis with a concrete action
Contents
- 01 The 3 questions
- 02 The framework in action: a real example
- 03 How to use this framework today
- 04 Where to go next
Related resources
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Frequently asked questions
How do I start a data analysis?
Before analyzing, define who will see the result, what decision they need to make, and what the main metric is that should guide the conversation.
What questions should I ask before creating a dashboard?
The most important ones are: who will use it, what decision does it enable, and what is the hero metric that should stand out.
What is this framework for?
It helps you avoid directionless analyses and focus dashboards, reports, and presentations on a concrete decision.
Does this framework work for data storytelling?
Yes. It helps define the narrative focus of the analysis before moving to visualization, structure, or presentation.
How do I receive the guide after purchase?
Right after registering your email, the download link is generated on the page so you can download immediately.
Are updates included?
Yes. All future updates are included at no extra cost.
What format is the product?
PDF, so you can open it on desktop, tablet, or mobile.
Is there a refund policy?
If it is not a fit, email me within 7 days and I will refund you. No questions asked.