There's a lot of talk in society about big data. Technology has given us the power to collect an incredible mass of data, but all the data in the world is only a commodity until we have good insight. How do we get such insight? Good insight is generated by asking the right questions. Questions are the keys that unlock the meaning and the value of data.

This work presents a product-data framework composed of a series of questions; each question with its own associated metrics. It aims to be of value to product designers and leaders seeking new insights in the press for greater profitability.