Yes, we derive the problem statement from the market evidence gathered. Hopefully that evidence has been grouped and categorized. There's nothing more disruptive than having to shift mental thinking back and forth between evidence that hasn't been preprocessed. The 5-Why is a questions-asking method used to explore the cause/effect relationships underlying a particular problem. Ultimately the goal of applying the 5-Why method is to determine the root of a defect or problem. Other method...