ISHIKAWA DIAGRAM EN
ISHIKAWA DIAGRAM EN
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Theory
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Case studies
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Task
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Theoretical framework of the tool
Description of the tool:
The Ishikawa diagram (also known as the “Fishbone diagram” or “Cause and Effect diagram”) is a tool used to identify and analyze the possible causes of a particular problem. It was developed by Professor Kaoru Ishikawa and is often used in quality control, process management, and team problem solving. The main purpose of this diagram is to help teams and individuals systematically search for causes that may lead to undesirable phenomena or difficulties in a project, product, or campaign.
The diagram is shaped like a fishbone, with the “head” representing the problem or goal we are trying to solve, and the individual “bones” categorizing and linking potential causes. These categories can be adapted to the area in which the problem is being solved (e.g., marketing, People, Processes, Technology, Financial Resources, Customers, etc.).
Purpose of the tool
- Systematically identify and categorize causes – to make it clear what can influence the occurrence of a (un)desirable result.
- Support team discussion – the diagram serves as a brainstorming aid so that no cause is overlooked.
- Reveal hidden connections – thanks to its branched structure, the team can better understand how different factors are related.
- Set priorities – once all possible causes have been identified, you can decide which ones have the greatest impact and need to be addressed first. Prepare:
- Whiteboard or flipchart – for drawing the Ishikawa diagram itself.
- 45–60 minutes (time may vary depending on the complexity of the problem and the size of the team).
- Timer – to keep track of equal time intervals for brainstorming.
- 3 to 8 people – to get a variety of perspectives and experiences.
- Colored markers or sticky notes – to clearly visualize categories and causes.
- Define the problem or goal
- Clearly identify what the “head of the fish” is – i.e., the main problem you are solving or the goal you want to achieve.
- Example: Improve customer engagement with the new Kaufland Card loyalty program.
Step 2: Identify the main categories of causes
- Select areas that may affect your problem – for example, People, Process, Marketing, Technology, Customers, Financial Resources, Competencies, etc.
- These categories represent the “big bones” in the diagram.
Step 3: Brainstorm possible causes
- As a team (or individually), write down all possible causes that could affect the main problem or goal.
- Classify each cause under the appropriate category (one of the main bones).
Step 4: Deepen the level of detail
- For some causes, go into more detail (sub-causes). For example, if you find that “poor online media presence” is a cause in the Marketing category, you can ask why the presence is poor (lack of graphic designers? low budget for online campaigns?).
Step 5: Discussion and evaluation
- Identify which causes are most common or have the greatest impact. You can use voting, priority rating, or other methods.
Step 6: Propose action steps
- After completing the diagram and analyzing the causes, it is important to prepare specific steps to eliminate, minimize, or prevent the most important causes.
Fig. Example of a diagram
Tools and materials
- Whiteboard or flipchart – for visualizing the Ishikawa diagram itself.
- Sticky notes or colored cards – for recording causes and then placing them into categories.
- Markers in different colors – for clear writing and distinguishing between categories.
- Online collaboration tools (e.g., Miro, Mural, Google Jamboard) – if you are working with a distributed team.
- Stopwatch or timer – to keep to the time frame during brainstorming.
Tips and tricks
Clear definition of the problem: Find a short, concise formulation of the main question or problem. Don’t combine multiple topics at once to stay focused.
Flexible categories: You don’t always have to use the same categories (6M, 5P, etc.). Adapt them to the topic (e.g., People, Marketing, Finance, Processes, Customers, Technology).
Encourage open discussion: Encourage the team to ask “Why?” in greater depth and look for unusual connections.
Don’t forget to quantify: After brainstorming, it’s a good idea to do a quick assessment (e.g., by impact and cost) so you know which causes to address first.
Maintain a constructive atmosphere: The Ishikawa diagram should not turn into a search for a “culprit.” The goal is to find causes, not blame people.
Conclusion
The Ishikawa diagram (Fishbone diagram) is extremely useful in situations where you need to comprehensively analyze the causes of a particular problem or look for factors that may affect the achievement of a specific goal.
In marketing, sales, and organizational management, it helps reveal weaknesses, improve teamwork, and direct activities to areas that will bring about the greatest change.
Possible model situations as a tool for practical application
Brand: Pepco
Product/service: improve perception of the Pepco brand
Campaign description: Pepco is a variety store that is perceived as a cheap store. However, it is not perceived as a brand that offers quality. The brand would like to change this.
Step 1: Define the problem or goal:
Headline: “Pepco is perceived as a low-quality brand.”
Step 2: Identify the main categories of causes:
The following categories were selected for this problem:
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- Marketing
- Product
- Price
- Customer experience
- Distribution
- Competition
Step 3: Brainstorming possible causes:
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- Marketing:
- Unclear communication of product value.
- Lack of quality-focused campaigns.
- Poor use of online platforms and social media.
- Product:
- Low perceived quality of materials.
- Design flaws or monotonous products.
- Price:
- Low price leads to prejudices about quality.
- Insufficient explanation of the price/quality ratio.
- Customer experience:
- Overcrowded stores and poor organization.
- Lack of trained staff.
- Distribution:
- Confusing layout of goods in stores.
- Insufficient labeling of premium products.
- Competition:
- Stronger competing brands communicating quality.
- Better loyalty building among competitors.
- Marketing:
Step 4: Deepening the causes:
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- In “Marketing,” it was found that campaigns focus only on price, which reinforces the impression of low quality.
- In “Product,” it was found that customers are unaware of the brand’s investment in improving materials.
Step 5: Discussion and evaluation:
Based on brainstorming, the most important areas for improvement were identified:
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- Improve marketing communication with an emphasis on quality.
- Create a premium product line with visible labeling.
- Introduce staff training on communicating brand values.
Step 6: Proposed action steps:
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- Campaign: Focus on a slogan emphasizing quality, such as “Pepco: More than you expect.”
- Social media: Launch videos showing the quality of production and materials.
- Premium line: Highlight selected products with the label “Premium quality at a fair price.”
- Customer experience: Improve store appearance and introduce employee training.
Model situation: Creating an Ishikawa diagram
- Fish head: “Perception of Pepco as a low-quality brand.”
- Categories of causes: Marketing, Product, Price, Customer experience, Distribution, Competition.
Visualization (main points of the Ishikawa diagram):
- Marketing: Poor communication of quality.
- Product: Design does not meet expectations.
- Price: Assumption of low quality due to low price.
- Customer experience: Chaotic stores.
- Distribution: Products not displayed in an attractive way.
- Competition: Better perception of competitors.
Results and conclusion:
Using the Ishikawa diagram, we identified the key causes of the negative perception of the Pepco brand.
Based on the analysis, solutions were proposed that include improving marketing communication, creating a premium product line, and investing in the customer experience. These steps can effectively change brand perception and strengthen customer trust.
Task
Brand: Lidl
Campaign objective: Reduce long queues at cash registers and improve overall customer satisfaction in Lidl stores.
Step 1: Define the problem
- “We want to reduce long queues at the checkout counters in Lidl stores to increase customer satisfaction and reduce the average waiting time.”
Step 2: Create an Ishikawa diagram
- Identify the main categories of causes:
The following categories were selected for this problem (add more depending on the problem):
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- Zákaznícka skúsenosť
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- Brainstorm possible causes:
- Customer experience:
- Customers wait in line for a long time.
- There are not enough cashiers.
- People are slow at the self-service checkouts.
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- Customer experience:
- Deepening the causes:
- The “Customer Experience” survey found that customers do not view the purchasing process as a whole, but are frustrated by long queues.
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- Diskusia a vyhodnotenie:
Na základe brainstormingu boli identifikované najdôležitejšie oblasti na riešenie:- Zlepšiť motiváciu ľudí na to, aby využívali samoobslužné pokladne.
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- Návrh akčných krokov – tu popíšte akčné kroky na zlepšenie situácie:
- Kampaň: _____________________________________________________
- Sociálne siete: ________________________________________________
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You can also use a diagram to record your answers.
Outputs
- Brief presentation (max. 10 minutes)
- Explain the fish head (long lines at cash registers).
- Present the Ishikawa diagram with the main categories and priority causes.
- Propose specific solutions.
Through this task, students will learn how to work with the Ishikawa diagram using a specific example from the Lidl retail chain (which operates in Poland, Slovakia, and the Czech Republic). They will learn the process from identifying the problem (long queues at the cash registers) to systematically searching for causes and developing proposals for improvement. This will give them practical experience in analytical and team-based problem solving in the marketing and retail sectors.