How to use universal research thinking to do user research?

Before the beginning of the story, the first mention of two of the industry to use the research people will often be asked questions, why should ① do with research? What can ② do for the business? In order to answer these two questions, I have been engaged in the analysis of the industry for many years of strategic planning law, business analysis, user research methods and so on, formed the following ways and Means, The application of general thinking in user research. Method without boundaries, mastery will make the method more effective, hope that the following content can give you some inspiration and thinking.

　　First of all, why do you need to do research?

As a simple resolution, the user experience is defined as "the user experience encompasses all the interactions between end users and related companies, services, and products", aiming to gain feedback and gather ideas through different observational approaches to understand user behavior, needs, and attitudes.

Word, using research is to connect the company and users of the bridge, it can break a variety of business responsibilities of the qualitative thinking framework, direct access to the user feedback without bias.

　　With the scope of the research can be done through the entire business chain Road

The following will be a brief introduction to each link, I summarize the use of the most basic research ideas

　　1. Market macro-analysis-strategic level

First share a common thinking in doing strategic analysis, the business development model is simply categorized into 3 kinds: The original business micro-innovation, industry users layered TA innovation, cross-border innovation; In addition, before doing innovation, we need to subdivide users and requirements.

① Micro-Innovation: In the use of research in the finished user segmentation and demand segmentation, has been in the business area to meet the needs of users to do the industry and competition for the target, and through the poor importance of demand, gap demand, as a micro-innovation for the space for business micro-innovation;

②ta Innovation: The industry's users in accordance with the characteristics of the industry to tier (such as the game industry users divided into hard core players, nuclear players, light players), for different segments of the population to find and the overall population of the difference, locking targets for this part of the need to provide what needs, to carry out micro-innovation of For example, the user's layered research in the electricity quotient)

③ Cross Boundary Innovation: the user according to behavior clustering, computing the intersection between different classes of the size, looking for the intersection of the two types of large-scale cross-border, analysis of different types of user needs and gap points, for cross-border innovation. (e.g. the combination of social and search)

　　2. User overall situation Analysis

After the determination of how to do innovation in the industry, how to select the market space, to enter the market to do further research on user needs. It includes user portraits, user scenarios, motivations, preferences, and needs.

　　3. Product/Business Function Research

In the product/business function research, to meet the 1 basic principles: a good product/business to win the user and win the competition, while winning the users need to tap the real needs of users, and the importance of the need to distinguish between the need to do, to win the competition to enter the content into the business strategy, Quantitative methods can be used to ascertain the user's views on the various aspects of the competition, while using qualitative interviews to understand the reasons for the competition, the internal support structure, business processes, management methods and supervision methods.

　　4. Product Usability Research

The method of product usability research has basically formed a set of theoretical foundation, can learn by themselves, a simple description of the availability of research to achieve the goal, to find out whether the use of products to achieve user expectations, the use of convenience, the use of problems and trouble, found that the use of barriers to reduce user use costs, increase the use of product fluency.

　　5. Product Operation Diagnosis

The objective of the product operation diagnosis is to make clear the operation condition and problem of the product, the main idea is to classify the user into a stratified study, which is classified as: Cognitive user, retained user, lost user, backflow user.

Among them, cognitive user refers to know the product, but did not use, the retention of the user refers to the use of the product, the loss of users are used to use the product before, is no longer used, the backflow user refers to the previous use, and now occasionally use several times.

Research ideas for cognitive users: Cognitive user use barriers, cognitive user flow, and to determine the extent to improve demand and improve (do better than competitors)

Research ideas for retained users: Look at the products that users are using at the same time, discover real competitors, and look for unmet and satisfying requirements compared to competitors.

For the study of Backflow Users: initiative (in the absence of operational measures, the user is based on their own desire to return)/passive (marketing, activities, such as backflow of reflux) the reasons for reflux, while the user to understand the return of the obstacles, for reflux reasons and backflow barriers to make up.

For the loss of the user's research ideas: to understand the loss of the flow of users, the flow of products to attract users of the reasons, where to win and so on.

　　6. Product Market Promotion Strategy Service

The goal of the marketing strategy is to measure whether the promotion method has an impact on the product/company, the direction of the impact, and the behavior of the user, as follows:

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