Feb 3, 2025

The Art of Problem Discovery

Too often, solutions are rushed. This article shows how slowing down to uncover the real problem leads to deeper, more strategic wins.

Feb 3, 2025

The Art of Problem Discovery

Too often, solutions are rushed. This article shows how slowing down to uncover the real problem leads to deeper, more strategic wins.

In the fast-paced and competitive landscape of Indian business, the ability to identify and solve the right problems is often the difference between success and stagnation. Yet, many businesses, especially SMEs and mid-sized enterprises, struggle with this critical step. They either rush into solutions without fully understanding the problem or overlook hidden opportunities that could transform their operations. At Qoyn, we believe that problem discovery is not just a step in the process, it’s the foundation of meaningful business transformation.

Why Problem Discovery Matters

In a market as diverse and dynamic as India, businesses face unique challenges. From shifting consumer behaviors in Tier 2 and Tier 3 cities to the pressure of adopting sustainable practices, the problems are complex and multifaceted. However, many businesses fail to address these challenges effectively because they don’t invest enough time in understanding the root causes.

Consider this:


  • 70% of digital transformations fail, not because of technology, but because of a lack of alignment with real business needs (McKinsey, 2020).

  • Sustainability initiatives often fall short because companies focus on superficial fixes rather than systemic changes (Club of Rome, 2023).

  • Brands lose market share because they misread customer pain points or fail to anticipate emerging trends (Reuters, 2023).


The common thread? A lack of rigorous problem discovery.

The Research-Backed Approach to Problem Discovery

Problem discovery is not a new concept. It has been extensively studied in fields like design thinking, systems theory, and behavioral economics. Here’s how academic and practical research informs our approach:

1. Stakeholder Engagement: Listening to the Voices That Matter

Engaging with diverse stakeholders, employees, customers, suppliers, and even competitors, reveals blind spots and uncovers opportunities that are often invisible at the surface level. Research highlights that companies that actively engage with stakeholders are more likely to identify innovative solutions to complex problems (Sage Journals, 2022). This approach fosters collaboration and ensures that solutions are grounded in real-world needs.

2. Customer Journey Mapping: Delivering Better Experiences

Businesses that invest in customer journey mapping significantly enhance their ability to deliver better customer experiences and satisfaction. Structured approaches to optimizing key touchpoints help organizations understand and improve customer interactions (Forrester, 2022). In India’s fragmented and rapidly evolving retail landscape, where omnichannel behavior is becoming the norm, this approach holds particular importance. Reports highlight that online retail in India is growing 2.5 times faster than offline channels, with consumers frequently switching between both channels, presenting both challenges and opportunities for businesses (Deloitte, 2023).

3. Systems Thinking: Addressing Root Causes

Problems in business are rarely isolated; they often reflect deeper systemic issues. Systems thinking, a concept popularized by Peter Senge in The Fifth Discipline, emphasizes the need to understand the interconnections within a system to address such challenges. Research has shown that companies adopting a systems-thinking approach improve their competitiveness by enhancing their capacity to navigate complex problems such as operational inefficiencies and sustainability challenges (Reypens et al., 2016). This holistic approach enables organizations to develop strategies that account for interconnected factors across operations and stakeholders.

The Indian Context: Why Problem Discovery is Especially Critical

India’s business environment is uniquely challenging. With rapid urbanization, a growing middle class, and increasing regulatory pressures, businesses must constantly adapt. Here’s why problem discovery is particularly important in this context:

1. Diverse Consumer Base

India's consumer landscape is highly diverse, with preferences varying significantly across regions, income levels, and cultures. Without comprehensive research, businesses risk misinterpreting their target audiences. A McKinsey report emphasizes the importance of understanding regional nuances, noting that consumers in Tier 2 and Tier 3 cities often exhibit distinct purchasing behaviors compared to those in metropolitan areas. For example, rural spending growth is surpassing that of cities, driven by increased expenditure on non-food items, signaling a shift in consumption patterns (Reuters, 2025).

2. Sustainability as a Business Imperative

With India's commitment to achieving net-zero emissions by 2070, sustainability has become a strategic priority. However, many businesses still view it as a compliance issue rather than a competitive advantage. The World Economic Forum highlights that companies embedding sustainability into their core strategies can unlock significant value, with sustainable practices contributing to long-term profitability and resilience (World Economic Forum, 2023).

3. Rapid Technological Change

The rise of technologies such as artificial intelligence (AI) and the Internet of Things (IoT) presents both opportunities and challenges for businesses. Companies that fail to strategically apply these technologies risk falling behind. Gartner estimates that by 2025, 70% of organizations will utilize AI to enhance operational efficiency. However, businesses without a clear understanding of the problems they seek to solve risk failure in their AI initiatives (McKinsey & Company, 2023).

The ROI of Problem Discovery

Investing in problem discovery isn’t just about avoiding errors—it drives growth and competitiveness. Companies that prioritize deep analysis of their challenges can benefit in several ways:


  • Clarity: Understanding the core problem leads to more effective solutions.

  • Innovation: Uncovering hidden opportunities sparks new ideas.

  • Efficiency: Addressing root causes reduces wasted resources.

  • Competitive Advantage: Businesses that solve the right problems stand out in their markets.


Research shows that companies investing in sustainable management practices achieve significant profitability advantages, reinforcing the value of problem discovery (ESG Today, 2023).

How Qoyn Can Help

At Qoyn, we specialize in helping businesses navigate complexity. Drawing on proven methodologies like stakeholder engagement, customer journey mapping, and systems thinking, we bring a structured yet flexible approach to problem discovery. Our goal is to help you uncover the hidden opportunities that drive sustainable growth.

A Call to Action for Indian Businesses

The first step to solving a problem is understanding it. If your business is facing challenges, be it in sustainability, AI integration, market strategy, or operational efficiency, start by asking the right questions. And if you need a partner to guide you through this process, Qoyn is here to help.

What’s the biggest challenge your business is facing today? Let’s uncover the opportunities hidden within it.

Let’s keep in touch.

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