The purpose of the 5 Whys technique is to identify the root cause of a problem. This technique was originally developed at the Toyota Motor Corporation in the 1950s as a way to improve manufacturing processes. It has since been adopted in different forms and in different fields as a way to iteratively interrogate a problem. In marketing, 5 Whys is often used as a way to identify customer insights. Often, marketers rely on facts and observations rather than insights into what fundamentally motivates customer behaviour. The 5 Whys forces marketers to dig deeper by challenging early assumptions and conclusions.