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Consumer

5Ws Framework

Five W questions to describe a customer.

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Visualization
W
Who — the customer
W
What — product & portfolio
W
When — occasions
W
Where — purchase & use
W
Why / Why not — drivers & barriers
What it is

A structured frame for segmentation and audience description. Start with segments, then drivers.

When to use it

When writing the consumer brief and creative brief.

How to apply

Answer each W in max 3 bullets. The rest is appendix.

Related frameworks

Consumer
CORE1Brand core2Message target3Media target4Consumer pool

Target Groups — layers

Three audience layers: core, message, media.

Consumer
InsightNeedsOccasionsTarget consumer

Consumer Pyramid

From describing the customer to the insight — step by step.

Consumer
Name & age
Bio & background
GOALS
Goals
PAINS
Pain points
MOTIVATIONS
Motivations
INSIGHT
Key insight

Personas

Fictional characters that help you design with empathy.

✺All 100+ frameworks in one PDF cheatsheet.
About:

Agencies execute. Consultants advise. And then everyone wonders why the two never add up.

Clues does both. We look for the clues that point to the right path, and then we walk it with you all the way. Because strategy without execution is just a well-paid hypothesis.

We put this library together because we see structured thinking as the foundation of success. Whether you're working on your next campaign or building a brand-new brand.

Share it, use it, build on it. The Clues team.